Earlier this week Ofcom announced an extension in the length of advertising breaks in films and single TV dramas. This will last for a trial period of 12 months beginning 28 February 2011, the same day that the new rules on product placement take effect.
The trial will only apply to commercial public service broadcasters, such as ITV, Channel 4 and Channel 5.
Currently broadcasters can only show up to 7 minutes of adverts each hour, but this will be extended to 12 minutes, in line with the current rules in relation to other programmes such as soaps and documentaries.
With new rules on product placement allowing commercial references within programmes, and an extension of the length of time adverts can be shown between them, brands have never had such opportunity to find their way into our consciousness. Maybe this is what is needed to make advertisers move back to this more traditional form of advertising medium rather than focusing most of their marketing efforts on the social media networks as they have been doing of late.
Posted by Nina Best, who specialises in regulatory matters; entertainment licensing; advertising and marketing law; advice and representation on infringement of Food Safety Manufacturing Product Regulations.
Nina Best
0115 976 6529
nbest@brownejacobson.com
