New Deadline for BAI's Product Placement Review
15 Dec 2010 :
Tweet The Broadcasting Authority of Ireland recently launched a consultation on proposed revisions to the Product Placement Rules contained in the BAI General Commercial Communications Code. Following a meeting on December 13th, the Authority decided to extend the deadline for the receipt of submissions to this consultation until Friday 21st January 2011. The Authority believes that this extension will provide interested contributors with additional time to engage in the process. The BAI aims to gather opinions on its proposal to change the prohibition on paid product placement contained in the BAI General Code. If the change goes ahead, Irish broadcasters would be allowed to include paid product placement in the programmes that they make and in programmes that they commission other companies to make for them. The total amount of paid product placement would be limited and paid product placement would have to comply with a number of rules. The doc looks particularly at the status of product placement on Children’s programming. Current European and Irish legislation does not allow paid product placement in children’s programmes. For this reason, the BAI is not proposing to change the prohibition on paid product placement contained in the current BAI‟s Children’s Code. If this motion is passed, Irish broadcasters will not be allowed to include paid product placement in children’s programmes. The BAI is proposing to make a number of changes to the product placement rules contained in the current BAI General Code, and the BAI’s compulsory requirements with which broadcasters must comply when implementing the product placement rules e.g. the compulsory requirement to use a logo containing the letters ‘pp’ before, and during, a programme that contains product placement. Participants will answer several questions in the doc including ‘Should paid product placement be permitted in principle?’, ‘Should certain types of products or services not be allowed in a programme as part of a paid product placement arrangement?’ and ‘Should the BAI requirement that broadcasters notify audiences that product placement is present in a television programme be amended?’ The deadline for the receipt of submissions to the consultation is at close of business on Friday 21st January 2011. To take part in this consultation please visit: www.bai.ie/consultation_product_placement.html/main-sect. Free Industry Newsletter Subscribe to IFTN's industry newsletter - it's free and e-mailed directly to your inbox every week. Click here to sign up.

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