Ofcom Launches Consultation on Product Placement

On 28 June 2010, Ofcom launched a consultation into an amended Broadcasting Code (the "Code") which, when implemented, will allow for product placement in UK television programmes for the first time.  The Code sets out in detail the specific circumstances in which product placement is to be permitted, and contains various restrictions as to the types of products which may be 'placed' in programmes, the types of programmes which are eligible for product placement, and the requirements on broadcasters to 'signal' to viewers where product placement is used in a programme.

Most of the provisions of the Code largely reflect the content of the Audiovisual Media Services Directive 2010 (the "Directive"), which, in April 2010, was implemented into UK law and provided the legal basis for product placement to be allowed in UK television programmes.  However, the Code provides further detail as to how product placement will work in practice, and clarifies issues such as how