ITV backs product placement flagging

ITV has signed up to a new product placement code of conduct, which includes an on-screen symbol signalling to viewers that a brand is being plugged. In a bid to show that broadcasters are willing to accept regulation in return for being allowed to raise revenue through product placement, TV producers’ trade body Pact has put together the code, with ITV already signed up. It is understood that Channel 4 is also set to sign up to the code and other broadcasters have indicated their support.

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