Ofcom releases product-placement logo for television programmes

Ofcom has released the logo that TV channels must use to signal to viewers that a UK-produced programme contains product placement.

Product placement is a form of paid-for advertising for products, services and trademarks in TV programmes.

The new P logo developed by Ofcom, which will begin appearing on some programmes from 28 February, must be shown for three seconds at the start and end of programmes, and after any advertising breaks.

The communications regulator said that broadcasters will be allowed to adapt the logo slightly, to enable its use on either dark or light backgrounds; but any changes must comply with Ofcom guidelines.

TV channels are expected to run on-screen information campaigns in a few days and to explain the meaning of the product placement logo.

This campaign will be screened across a number of major TV channels and also direct people to a specially created Ofcom website. Here viewers will be given more information on product placement and Ofcom's new rules.

Ofcom first announced that product placement ads would be allowed in UK television programmes last year. 

Click here to read Ofcom's full statement about product placement.

The new rules, which will be incorporated into the Ofcom's Broadcasting Code, were brought in because of changes to European broadcasting legislation.

Ofcom told Computeractive that the change would not introduce US-style product placement.

This means product placement ads cannot appear in children's shows or programmes regarding current affairs, news, consumer affairs and religion. And certain products, including foods deemed unhealthy, tobacco, medicines, weapons and inappropriate ads cannot be placed.

The rules also state that there is a limit to how often a product is mentioned in a programme. Product placement must also not impair broadcasters' editorial independence and must always be editorially justified.

This means that programmes cannot be created or distorted so that they become vehicles for the purposes of featuring product placement.

The communications regulator also relaxed the rules for this type of advertising on radio and this came into force at the end of last year, on 20 December.