Broadcasting: Product Placement

Baroness Jones of Whitchurch Excerpts

Monday 16th May 2011 Lords Chamber

[Baroness Rawlings]

My Lords, I thank my noble friend Lady Gardner for that question. Following Ofcom’s introduction in 2011 of new rules for product placement on television, a large double P logo must appear on the screen for a minimum of three seconds at the start and the end of any programmes. The logo must also appear at the return of the programme following any advertising breaks.

[Baroness Jones of Whitchurch]

My Lords, as the Minister will know, it is very much early days in the application of the new product placement rules. However, can she assure the House that the department will work very closely with Ofcom to ensure that children’s television remains solidly safeguarded from any creep towards the exploitation that product placement might entail?

[Baroness Rawlings]

My Lords, the noble Baroness is absolutely right. We believe that it is right to be cautious initially so as not to alienate viewers, and special safeguards have been put in place on what may be promoted in this way. Some, such as restrictions on product placement of alcohol and prescription medicines, are set out in European law, and some in the UK regulations—such as the restrictions on foods high in fat, salt and sugar, which largely match the current advertising restrictions.