UK programming gets product placement logo

In December Ofcom lifted the ban on product placement in UK programming, and now the industry regulator has revealed more details in how it hopes to keep viewers aware they are watching a program carrying surreptitious adverts for products.

A logo (right) will be required to be shown in one corner of the screen for three seconds at the start and end of programmes, and after any advertising breaks. It must also not conflict with programme idents, and meet minimum size requirements, which Ofcom claims will be “roughly equivalent to the size of a channel logo”.

Programmes produced in the UK will be able to feature product placement as of the 28 February, and preceding this will be an awareness campaign informing the public of the logo and what product placement means for British programming.

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