UK to relax product placement rules
05 July 2010
Emma Barraclough, London
Brand owners may soon be able to pay to showcase their products in TV programmes shown in the UK, after the country’s communications watchdog said it proposes to allow product placement
At the moment, programme makers are banned by Ofcom's Broadcasting Code from showing or referring to particular brands in return for money from advertisers. But changes have been made to EU law to relax the rules on product placement.
Now the watchdog wants to amend its own Code...
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