Advertisers question government plans for product placement
4 Jan 2010
In a perhaps surprising move, advertisers have questioned government plans to allow product placement in television programmes.
Advertiser body ISBA said it recognises that its opposition to paid-for product placement might be seen as uncharacteristic but believes the plans will lead to the double disadvantage of higher costs for advertisers and more complaints from the viewing public.
In its submission to last month’s government consultation on the issue, ISBA distinguished between paid-for product placement, where advertisers would in future have to pay to place their products on screen, and the current system of unpaid prop placement which has evolved relatively inconspicuously over the years.
This system has seen programme-makers themselves seeking out branded products to use within their shows – at low cost to advertisers and without a single viewer complaint being upheld over the last 25 years.
Bob Wootton, Media and Advertising Director at ISBA said: “Advertisers are concerned that the existing low-cost system of prop placement will be closed off and that broadcasters will drive them into more expensive paid-for product placement.
“Advertisers paying more to place their products might then naturally expect to see them placed more prominently and it is this increased visibility that may well increase complaints from viewers.”
