Product Placement
The inclusion of products, services, or trademarks within a programme in return for payment. Permitted with restrictions under Ofcom rules; must be identified with a 'P' logo and prohibited in certain programmes.
Independent editorial summary — not the official statute text. Read the official version on legislation.gov.uk.
Product placement is when a company pays a TV channel or programme-maker to include its products or brands in a programme — for example, a fashion company paying for a presenter to wear its clothes, or a car manufacturer paying for a character to mention one of its cars. It is distinct from the use of unpaid props to dress a set, and from a product appearing in a programme by chance rather than by payment.
Product placement was permitted in UK-made television programmes from 28 February 2011, subject to rules in Ofcom's Broadcasting Code governing what products can be placed, where placement is allowed, and how placed products can be featured — rules required by both UK and (at the time of introduction) EU law. It is allowed in films, dramas, documentaries, TV series including soaps, entertainment shows, and sports programmes.
Certain categories are excluded entirely. Products cannot be placed in news or children's programmes, nor in religious, current affairs, or consumer advice programmes made for UK audiences. Cigarettes, other tobacco products, and prescription-only medicines cannot be placed in any programme, and alcoholic drinks, gambling products, other medicines, foods high in fat, salt or sugar, baby milk, and products that cannot be advertised at all (such as guns) are also barred. Where a UK programme does contain product placement, the broadcaster must display a specific logo at the start, after each advertising break, and at the end of the programme.
Example
A UK drama in which a character repeatedly drinks a named soft drink brand in exchange for payment to the production must display the product placement 'P' logo at the start of the episode, after any ad break, and at the end.
Related terms
Official sources
This explanation is drawn from the official sources below; every substantive statement is verified against them. For advice on a specific matter, see our find help page.