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ITV soap to be first to feature 'paid-for' product during primetime


Coronation Street will be the first UK primetime television show to feature a paid-for branded product under new product placement rules, according to media reports.

The ITV soap will feature a Nationwide building society-branded cash machine in its programme from November 14 in a deal that is thought to last an initial four months, the Guardian said in a report. It is the first UK TV primetime programme to feature product placement and follows on from approximately six other deals that have seen brands feature on weekend and morning TV shows since the ban on product placement by UK TV companies was lifted in February, it said.

Under rules set by media regulator Ofcom broadcasters must display a 'P' logo for at least three seconds at the beginning and end of TV programmes, as well as after advertising breaks, to inform viewers that they have been paid to display branded goods in programmes.

Ofcom's rules, set out in an amendment of its Broadcasting Code, came into effect from 28 February. The rules allow product placement in films, dramas, sport and entertainment programmes, but not in news, current affairs, children's, religious or consumer affairs programmes. Product placement is also prohibited for advertising certain products and services, including alcohol, tobacco, gambling or unhealthy food.

Product placement must also comply with a number of strict requirements under the Broadcasting Code. The Code states that any product placement "must not influence the content and scheduling of a programme in a way that affects the responsibility and editorial independence of the broadcaster". Any reference to placed products, services or trade marks also must not be promotional or unduly prominent.

The Broadcasting Code defines "undue prominence" as "the presence of, or reference to, a product, service or trade mark in programming where there is no editorial justification; or the manner in which a product, service or trade mark appears or is referred to in programming".

Ofcom's Code also includes overarching principles that seek to ensure there is a distinction between editorial content and advertising and protect audiences from "surreptitious advertising".

"Editorial integrity remains at the heart of what we do as we continue to talk our clients about a number of product placement opportunities, spanning a range of programmes and channels," Gary Knight, the commercial content director at ITV, said, according to the Guardian.

The lifting of the prohibition on TV product placement came after an amendment to the Communications Act passed in April 2010. That legislation, which followed changes to European broadcasting laws, required Ofcom to set the rules for product placement.

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