UK product placement consultation launched

By Mark Sweney

On-screen alcohol and junk food plugs may be restricted if product placement is allowed on television

The government has launched a consultation looking at how product placement could work on UK television, with a view to restricting the promotion of alcohol, junk food and gambling.

The culture secretary, Ben Bradshaw, said the move, which confirms a U-turn on the government's previous position, was recognition that the beleaguered broadcast industry should "not suffer through being overly strictly regulated".

Ofcom has estimated that within five years of it launching, product placement could make UK broadcasters as a whole £25m to £35m a year.

The consultation is calling for responses on whether to ban or restrict placement of products from the alcohol and gambling industries as well as food high in fat, salt and sugar.

In addition it is looking at whether there should be a "specific prohibition" of product placement in religious programmes, current affairs and consumer shows.

The overarching European Audiovisual Media Services directive already bans product placement in children's TV . However, the UK is looking at whether the ban should extend to programmes that have a high proportion of younger viewers. This would tie in with Ofcom's

"Index 120" rule that blocks junk food being advertised in shows of "particular appeal" to under-16s.

The government said that it was reconsidering its former position, adopted by former culture secretary Andy Burnham, of a total ban.

"There is no doubt that commercial broadcasters are suffering in this challenging economic climate," said Bradshaw. "Programme-makers have argued that our current stance on product placement will put them at a competitive disadvantage against international rivals, particularly from the US".

Bradshaw said if product placement was allowed it would be with "adequate safeguards to address concerns that relaxing the rules will threaten the trust of viewers and the integrity of programming".

The consultation will close on 8 January.