The UK media regulator, Ofcom has given the go ahead for paid-for product placement in UK commissioned programmes for the first time This has come about after years of lobbying by producers, agencies and advertisers who saw the revenue potential and opportunities of this form of advertising.
Analysts do not expect that paid for product placement will take off immediately in any major way. The additional revenue generated through this form of advertising is expected to be around £25m for this year, according to The Knowledge online newsletter. In the US, product placement is around 5% of the total ad market.
The area most likely to see in influx of product placement is lifestyle programming (eg cooking and DIY). Areas protected from placement include children, news, current affairs, consumer affairs and religious programmes.