BSG responds to DCMS product placement consultationbsg
The BSG has responded to the DCMS consultation on whether or not to allow product placement on television.
The BSG supports the introduction of product placement in the UK. As traditional ad revenues and business models come under challenge as the result of the convergence of digital media, it is important that the industry can explore the potential commercial benefit of product placement to ensure sustained investment in content.
The BSG recognises the concern that any introduction of product placement does not lead to negative outcomes for consumers. However we believe the protections required of the Audiovisual Media Services (AVMS) Directive, which allows the UK to permit product placement for some types of programmes, will be sufficient to ensure that consumers are protected and are armed with the information they need to make informed choices.