EU directive sets rules on product placement

The House of Representatives has amended the Broadcasting Act of the Audiovisual Media Services directive to allow for advertising and product placement.

Viewers will be notified whenever a product placement occurs in a television show. Broadcasters, on the other hand, will work under a 12-minute limit for advertising for each hour.

The Broadcasting Authority made it clear that surreptitious advertising is still prohibited. The regulator also ensured that all consumer protection provisions will be duly enforced.