With only six deals estimated since 28 February 2011 so far,
British television has taken its time in taking advantage of the
rules allowing product placement in drama and entertainment
programs. After six months, the anticipated flood of commercials
deals has yet to happen.
Debate is still ongoing about how the pricing of product placement
deals, and the comparative return on investment compared to
traditional paid-for TV advertising.
As well as this uncertainty of value, other worries include
broadcasters who are unsure about the rules or are worried about
compliance procedures. Ofcom rules state the product placements that
feature foods with a high fat, salt and sugar content are
forbidden.
The product placement deals included in the six estimated to have
been struck so far are Nespresso with This Morning, Tresemme
shampoo in Britain's Next Top Model, XBox on Sky Living and
Sky1, and Mission Foods in Mexican Food Made Simple on Channel
5.
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