Monday, May 21st, 2012
The Broadcasting Authority of Ireland (BAI) has revised its General Children’s Commercial Communications Codes. Beginning May 2, product placement will be allowed on Irish television.
Irish broadcasters will now be able to make extra money from paid product placements. However, not all programs can air these cloaked advertisements. Children’s shows, news, documentaries, and religious programs are not exempt from the product placement ban.
“Paid product placement must be strongly regulated to ensure that the integrity and independence of programmes and programme makers is maintained,” asserted Michael O’Keeffe, Chief Executive of BAI. “It is for this reason that paid product placement will be prohibited in a range of programmes and will only be acceptable when it complies with a broad range of rules intended to protect the interests of the audiences.”
To protect consumers, brands will be required to inform viewers if they are watching a paid product placement.
Source: IFTN.com
