Posted by: Jon Fine on April 16, 2007
In France now for the MIPTV conference, where I just found out that in much (if not all) of continental Europe, there are laws against putting product placement in TV shows. Did you know this? I didn’t, at least not until I met here with an executive who works at an international media and programming company that’s no stranger to product placement/brand integration/whatever-the-term-du-jour is.
Said executive did predict, however, that the ongoing revenue squeeze on broadcasters would lead them to push for a repeal of these laws before long. In particular he expected laws against TV product placement in the UK to be gone in two years.
Maybe he’s right. But what I’m wondering is whether the prospect of such a law being abolished would spark an outcry among TV watchers, one big enough to scare off the rulemakers from messing with this law. I can’t tell if Britons’ ad fatigue would make for people furious with yet more ad creep. Or if that ad fatigue already has them so battered into resignation and apathy that they’d be unlikely to protest.