A fantastic new set of rules about product placement on television that will help viewers is coming into effect in Britain from March 2011. This product placement rules that will now become a part of Britain's broadcasting code will force broadcaster to indicate with an on-screen logo when they decide to make use of this crass, often-devious practice that confuse and beguile viewers.
South Africa could definitely do with a same set of strict rules regarding product placement and malignant advertiser-funded productions (AFP's) that's a blight on South African TV screens. Product placement as a specific subject is not currently being regulated by the Independent Communications Authority of South Africa (Icasa).
Exactly as I told you RIGHT HERE in June is on its way, the British broadcasting authority Ofcom has published regulations regarding product placement that will come into effect from 28 February 2011. If the same rules were applied to South Africa, shows like the trash-TV Tropika Island of Treasure or FreshLiving and No Reservations would have to show a ''P'' on screen when these crass brand promotion vehicles blatantly plug products in shows and don't tell viewers its because actually paid for advertizing.
With the new British product placement rules broadcasters will have to alert viewers when shows containing product placement is broadcast by using an on-screen logo. It will have to appear for a minimum of 3 seconds at the start and end of shows that contain product placement. It will have to appear as well after shows return from advertising breaks.
Product placement may not be done in an ''unduly prominent way'' as currently happens in offending South African shows, and product placement is not allowed for consumables high in sugar or salt, baby milk, medicines, alcohol or tobacco products or gambling.
ALSO READ: British broadcaster will have to indicate product placement in TV shows.
