Product placement must be signalled by 'P' logo, says Ofcom

Product placement on UK-produced programmes will be allowed for the first time from 28 February, but broadcasters must declare the fact that they have been paid to display branded goods in programmes.

Ofcom has now published the 'P' logo that must be displayed when placement has been paid for. It must be shown for three seconds at the start and end of programmes, and after breaks for advertising.

"The requirement to signal it in UK-produced programmes is set out in law, and will be reflected in Ofcom’s Broadcasting Code," said an Ofcom statement. "Broadcasters will be allowed to slightly adapt the logo, according to our guidelines, to enable use on either dark or light backgrounds."

Product placement will be allowed in films, dramas, sport and entertainment programmes, but not in news and current affairs or children's programmes.

The EU broadcasting directive that allowed for product placement said that it cannot be used to advertise alcohol, tobacco, gambling or unhealthy food.

"In line with EU and UK legislation, [Ofcom's] rules state that product placement must not impair broadcasters’ editorial independence and must always be editorially justified," said the Ofcom statement. "This means that programmes cannot be created or distorted so that they become vehicles for the purposes of featuring product placement. Placed products and services cannot be promoted or endorsed, or be featured in an unduly prominent way within programmes."