Friday, February 10th, 2012
Come June, product placement in soap operas and talk shows will become a legitimate way for television networks to make money in the Czech Republic.
The change comes after a European Union (EU) directive was released, citing clear guidelines for product placement in television. Networks are obliged to show a disclaimer before any program that contains product placement.
?I think Europe recognizes that to be able to compete with the American entertaining business, it?s necessary to make this kind of commercial activity possible, and this is the main reason for Europe some types of product placement,? commented Martin Elger, a media lawyer, in a recent interview.
He continued: ?Generally, product placement is banned; only in some types of programs it is legal, and only if the broadcaster fulfills some conditions, such as clear announcement to the viewers that the product is broadcast with product placement, and also, there is another condition, to use product placement in an appropriate manner.?
Source: CeskyRozhlas
This EU directive regarding product placement has recently been implemented by many other European countries as well. In For example, in Bulgaria it is valid since 28.1.2010, in Germany — since 1.4.2010.