Ofcom Publishes Proposed New Rules To Allow Product Placement On TV

28th Jun 2010 11:08

LONDON (Dow Jones)--The U.K. Office of Communications, or Ofcom, said Monday it has published proposed new rules to allow product placement on TV, adding that it also proposes to liberalize the rules on paid-for references to brands and products in radio programs. MAIN FACTS: -Proposals include: * restrictions on the types of products that can be placed; * details of the types of programs in which products can be placed; and * the way in which products can be included in programs. -On television, proposals also include a requirement for broadcasters to let viewers know which U.K.-produced programs contain product placement through the use of an on-air symbol at the start and end of programs. -Proposals reflect new U.K. legislation following the Government's decision earlier this year to allow product placement on TV in the U.K., as a result of changes to E.U. legislation. -In radio proposals, Ofcom is consulting on options that include loosening the regulations on paid-for references to products and services in programs. -Ofcom is proposing to prohibit paid-for references to brands and products within news programs and programs primarily aimed at children. -By Ian Walker, Dow Jones Newswires; 44-20-7842-9296; [email protected] (END) Dow Jones Newswires June 28, 2010 06:08 ET (10:08 GMT)