Ofcom has revealed the logo that TV channels will be obliged to use to signal to viewers that a programme contains product placement. Under rules issued by the UK regulator the logo must appear for three seconds at the start and end of programmes, and after any advertising breaks.
Broadcasters will be able to modify the logo, a stylized letter ‘P’, for use with either dark or light backgrounds.
Product placement is being allowed in UK television programmes for the first time from February 28, 2011. It follows changes in European broadcasting legislation.
An advertising campaign is scheduled to run on a number of major channels over the next few weeks. Broadcasters that will be running product placement will also be obliged to run the ads.
Product placement is the paid-for placement of products, services and trademarks in TV programmes. It will be allowed in films (including dramas and documentaries), TV series (including soaps), entertainment shows and sports programmes. However, it will be prohibited in all children’s and news programmes and in current affairs, consumer advice and religious programmes made for UK audiences.