In a recent development at Brussels it is decided that rules pertaining to govern product placement within European television networks are to be relaxed. However, it has also been clarified that that relaxation will not be to the extent of ‘US-style’ programming. Following the latest decision, now 25 European nations will be given option of allowing product placement within films, sports, fictional series and entertainment for example quiz shows.
However, updated version of the directive has decided to continue the ban on product placement within news, children’s programming and documentaries. On the other hand, the norms for amount of advertising during a show have been decided to maintain at its current level. The present directive states that the advertisement should be restricted to 12 minutes per hour and a maximum of one ad break every half an hour in films and news programs.
Interestingly online videos have almost escaped interventions from Brussels. Therefore YouTube will keep expanding without any hindrance however, video downloads from established broadcasters will be very much in the gambit of EU regulators.
