The UK government may perform a u-turn over its plans to relax the rules on product placement of brands in TV programmes following opposition from Cabinet ministers.
The Government initially reversed its policy on product placement last September, indicating that it would allow paid placement of branded goods in programmes not targeted at children.
However, in a letter to the cabinet seen by The Guardian, Culture Secretary Ben Bradshaw has proposed that product placement should be banned for food and drink products high in fat, salt and sugar.
The proposal would affect many mainstream brands and mean TV producers will not be allowed to use any junk food or branded alcohol when making programmes.
The climbdown comes after the Health Secretary, Andy Burnham, and the Environment Secretary, Hilary Benn, lobbied against aspects of the original proposals.
Burnham and Benn reportedly said that freedom to advertise products in this way could “increase problems such as obesity and alcohol-related harm”.
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By GlobalDataRules laid down by Ofcom, the broadcasting regulator, forbid product placement. Last March, the Government ruled out rescinding the ban but Bradshaw then announced plans to relax the rules to help commercial broadcasters weather the downturn in advertising.
It is understood that lifting the ban on product placement would have lead to UK broadcasters making annual revenues in the region of GBP25m (US$40.4m) to GBP35m per year after five years, according to Ofcom.
Christine Haigh from the Children’s Food Campaign said, if the Government does reverse its proposals, it will be a “victory” for its campaign.
“If product placement was allowed then it would expose children particularly to even more junk food advertising than they already do, so that’s absolutely great news,” Haigh told just-food.
“We’re seeing the Government acknowledging that children don’t just watch children’s television programmes, they watch lots of other programmes as well. So just to exclude product placement from children’s television programmes wouldn’t be enough.”
Haigh said she still has concerns over any use of product placement but that the move would be “one step” in trying to curb the rise in childhood obesity.
“It’s daft to allow extra junk food marketing to our children and yet expect them to adopt a healthier diet than they already do. We’re not suggesting by any means that that will solve the obesity problem but allowing product placement of junk food would certainly make it more difficult for us to tackle the problem of childhood obesity,” she said.
The Government declined to comment on the reports but said it was “looking at all responses” in relation to the consultation and “will be making an announcement shortly”.
The closing date for responses to the consultation was 8 January.