Bradshaw keeps a tight watch on UK product placement

According to Marketing Magazine, Media and Sport secretary Ben Bradshaw says that the government will specify guidelines on how product placement will be properly integrated to British television.

?People are going to have to wait for the consultation but there will need to be safeguards to protect vulnerable people on issues such as health,? Bradshaw mentioned in an interview with the online media site. ?I would encourage anyone that has concerns to respond to the consultation.?

The European Union (EU) has guidelines on product placement, including its prohibition on children?s programming. According to sources, the consultation will offer a document that has a full range of product placement options; and some describe the document to have ?tighter? restrictions compared to the EU.

This development comes as a lobby group?the Children?s Food Campaign?is pushing for a product placement exemption. The group is currently gathering support from parents.