September 13, 2009

British government to lift TV product ban

The Department for Culture Media and Sport says the British government will lift its ban on product placement on television to help struggling networks.

The Sunday Times of London said the reported regulation change by the government could result in British broadcasters enjoying a boost of nearly $167 million thanks to product placement sales.

The ongoing recession has left many British commercial broadcasting groups like ITV facing hard financial times, The Times said.

The current rules regarding the use of products in British TV shows allows products to be used as props, but broadcasters cannot accept funds in return for such product appearances.

The current ban puts U.K. program makers at a competitive disadvantage, an unidentified DCMS spokesman said.

The Times said the BBC and children's programs will still operate under the ban once it is lifted for other TV programs and networks.