Rowen Questions Minister on Product Placement

Rochdale MP Paul Rowen has questioned Secretary of State for Culture, Media & Sport, Ben Bradshaw MP, on what the government has done on product placement in UK-made television programmes.

Ben Bradshaw responded by stating that the Department for Culture, Media and Sport are currently holding a three month consultation on whether UK-made television programmes should be allowed product placement, and a decision would be made after the consultation ends in January.

At the moment, UK television broadcasters cannot include product placement in their programmes. However, it looks as though the government is now reconsidering their position against lifting the current ban to help struggling broadcasters such as ITV, which have been hard hit by the recession. Most EU member states have decided that they will allow product placement on certain types of television programme.

The change could mean that products will be much more visible in popular series such as Coronation Street and Britain's Got Talent. At present, the shows are forced to cover up labels to comply with the strict guidelines - or face fines.

Paul Rowen said: "I welcome this consultation on product placement in UK-made television programmes. It is important not to hold back UK broadcasters with strict regulation. At this time of economic difficulty, allowing controlled product placement could raise important additional revenue and increase investment in original British production. Product placement could be worth hundreds of millions of pounds to broadcasting companies but it has to be carried out in a transparent manner and not overdone or tasteless as viewers will simply switch off."