It's a Visual Thing

The shake-up of commercial television continues following the approval by Ofcom for product placements on programmes made for UK audiences earlier this year. Retailer New Look is reported to have struck a deal with Channel 4 to create the first programme funded by product placement. This follows the exclusive Nestlé deal with ITV for the 'This Morning' programme. The most effective programmes for placements are likely to include makeover, cookery and celebrity based reality shows. Comparable programmes have been a success in America with shows such as American idol, Celebrity Apprentice and Extreme Makeover making large revenues from product placement. PR practitioners understand the nature of editorial content and should be well placed to take advantage of this opportunity for their clients. Ofcom’s rules demand that placements are editorially justifiable, and it is here PR’s understanding of editorial plays a huge advantage. Many of the major placements are will mean working directly with production firms. PR agencies’ relationships with production companies will therefore also be a concluding factor in their success. Nevertheless brand owners must also be aware of the boundaries of product placement on commercial television. News; children’s programmes; religious programmes; consumer advice and current affairs fall within the prohibited genres. Certain products/services are also banned including cigarettes or other tobacco products; alcohol; food and drinks high in fat; infant formula; prescription only medicines and gambling.

TV channels must use the 'P' logo to signal to viewers when a UK-produced programme contains product placement.

For further information on the rules for product placement on TV visit Ofcom’s website:

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It's a Visual Thing