Blog Categories - Advertising

For some a little ‘p’ during the credits of This Morning is part of a daily routine. For others it marked the beginning of the end of television as we know it.

It’s been a matter of hours since new advertising rules came into force allowing product placement on British TV and I have to be honest…I can’t see what all the fuss is about?

Critics prior to yesterday’s placement debut feared the relaxation in the rules would lead to US-style ‘show selling’ but did the appearance of the Dolce Gusto ruin my viewing pleasure? No. Did it offend me? No. Was I put off watching? No.   

I’m sure when Nescafe parted company with their £100,000 for three months on one of the UK’s best-loved morning shows they had hoped their beloved coffee machine would get pride of place in the This Morning kitchen. In fact, it barely even registered. Instead it was somewhat relegated to the background like an unwanted wedding gift or useless Christmas present.

Whilst this underwhelming first foray into product placement might have been a ploy to satisfy the critics and not rock the boat, Ofcom’s much stricter rules than our cousins over the pond mean that we’re unlikely to see too many scenes like this…

  
 
The TV watchdog has banned the advertising of any products relating to gambling, alcohol, tobacco, junk food, medicine and baby milk. It’s also barred products from appearing on the BBC, all children's programming, news, current affairs and religious shows which means we’re unlikely to see Ronald McDonald make a cameo on UK TV anytime soon.

In reality, if yesterday’s showing is anything to go by I’m not sure what effect this is going to have other than to increase advertising revenue and raise money for broadcasters to put into new programming , which can only be a good thing? Right?

Product placement has been going on under our noses for years in US and European filmmaking and so far it hasn’t put people off. Look at blockbuster moves like Castaway, Spiderman, IRobot (I could go on) which heavily feature brands like Fed-Ex, Dr Pepper and Lexus yet are some of the biggest films of the past decade or so.

It’s too early to tell which road this new era of British television will take, viewers will have to make up their own minds, but if nothing else it might get rid of that annoying blur on the screen when I’m watching American Idol!

Ps. If you’re interested the Dolce Gusto costs in the region of £80-£90 from all good retailers.