Tuesday

7th Jul 2020

EU rules on product placement look set for end of year approval

New EU rules allowing the placement of products in TV programmes could be signed off by the end of the year following agreement by MEPs in the culture committee earlier this week.

Product placement is a form of advertising in which programme-makers are paid to display branded products in TV shows.

Read and decide

Join EUobserver today

Support quality EU news

Get instant access to all articles — and 20 years of archives. 14-day free trial.

... or subscribe as a group

It caused the most controversy during the legislative process with critics saying there will no longer be any balance between what consumers want to see in their TV programmes and what broadcasters judge to be sufficient advertising.

Centre-right German MEP Ruth Hieronymi, in charge of bringing the law through parliament, welcomed the agreement which has been thrashed out over extended negotiations between member states and MEPs.

"Media pluralism and cultural diversity are safeguarded and as well the opportunity to develop new business models," said Ms Hieronymi.

Under the rules, which could be given the go ahead by the main parliamentary assembly on 29 November, products can be placed in general entertainment programmes.

The advertising of products will not be allowed in news, current affairs, documentary, advice and childrens' programmes.

MEPs added a safeguard to the rules under which signals must appear when a programme containing product placement starts, when it ends and after commercial breaks.

At the moment, product placement is banned in most EU member states. However, it has been common in the US since the 1970s, creating an unfair competitive advantage for US productions, say supporters of the new rules.

The rules also regulate commercial breaks in TV. They will be allowed every 30 minutes in TV films, cinematographic works and news programmes - but must not exceed 12 minutes an hour.

Children's programmes will also have commercial breaks but only if the programmes are longer than half an hour.

The new rules, which are likely to be written into the EU law book before the end of the year, modernise current TV rules to bring them into line with new developments in audiovisual technology and advertising.

They will also cover new technologies - such as the internet, mobile phones and video-on-demand.

EU adopts new TV advertising rules

The European Union has rubberstamped new EU-wide rules on media services, relaxing TV advertising restrictions and allowing 'product placement' in television shows.

Pressure mounts on EU cloud deal as deadline looms

The European Commission is under pressure to keep to its self-imposed September deadline to publish an EU cloud computing strategy, as new evidence revealed widespread public confusion about it.

Opinion

On toppling statues

The internationally-acclaimed author of King Leopold's Ghost, Adam Hochschild, writes on Belgium's problems with statues, in the wake of the Black Lives Matter movement.

Feature

The 150 random French citizens advising Macron

Some 150 randomly-picked men and women make up Emmanuel Macron's Citizens' Climate Convention. This week Macron invited them to the Élysée Palace and promised - nearly - all of their wishes would come true .

Stakeholders' Highlights

  1. UNESDANext generation Europe should be green and circular
  2. Nordic Council of MinistersNEW REPORT: Eight in ten people are concerned about climate change
  3. UNESDAHow reducing sugar and calories in soft drinks makes the healthier choice the easy choice
  4. Nordic Council of MinistersGreen energy to power Nordic start after Covid-19
  5. European Sustainable Energy WeekThis year’s EU Sustainable Energy Week (EUSEW) will be held digitally!
  6. Nordic Council of MinistersNordic states are fighting to protect gender equality during corona crisis

Latest News

  1. Commission chief under fire for Croatia campaign video
  2. Parliament vaping booths 'too confidential' to discuss
  3. Belarus: Inside Lukashenko’s crackdown on independent voices
  4. The rationale behind US troop withdrawals from Germany
  5. Podcast: Nordic region speaks out on big global challenges
  6. Croatia re-elects PM amid corona downturn
  7. Budget talks shift gear This WEEK
  8. Cardinals speak out: EU needs corporate due diligence

Join EUobserver

Support quality EU news

Join us