Business Irish

Wednesday 13 December 2017

Product placement rules revised

THE advertising community can expect clear rules on TV product placement within a fortnight, after the newly installed members of the Broadcasting Authority of Ireland (BAI) hammered out the topic at a lengthy meeting on Monday.

Product placement has traditionally been a no-go area across Irish broadcasting, but the situation is set to change when Ireland adopts the Europe-wide Audiovisual Media Services directive, which triggered this week's discussion.

A spokesman for the BAI confirmed the regulator's executive would draft a document summarising the various product placement rules. That document will then be circulated amongst the industry, within "the next week or two".

The product placement rules would seem to be the most tangible result of Monday's four-and-a-half hour meeting, which also covered the BAI's three-year plan and agreed to let 4FM and start up Classic Rock to share office.

The contentious broadcasting levy hardly featured, and meaningful communication on that topic is not expected until the BAI's proposals go through their 21-day Dail process.

Irish Independent

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