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Ad Body Questions Product Placement Move
The UK's advertisers, via trade association the ISBA, have expressed concerns over the government's plans to allow product placement in television programmes.
Surprising many observers, the ISBA's submission to last month's call for consultation said it believes the plans will lead to 'the double disadvantage of higher costs for advertisers and more complaints from the viewing public.' It drew a distinction between paid-for product placement and the current system of unpaid 'prop placement', in which programme-makers themselves seek out branded products to use within their shows, at a low cost to advertisers. The ISBA says this 'relatively inconspicuous' system has evolved without a single viewer complaint being upheld over the last 25 years.
Bob Wootton, the Association's Media and Advertising Director, comments: 'Advertisers are concerned that the existing low-cost system of prop placement will be closed off and that broadcasters will drive them into more expensive paid-for product placement. Advertisers paying more to place their products might then naturally expect to see them placed more prominently and it is this increased visibility that may well increase complaints from viewers.'
The ISBA (Incorporated Society of British Advertisers Ltd) is online at www.isba.org.uk .
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