The Audiovisual Media Services (Product Placement) Regulations 2010

The Audiovisual Media Services (Product Placement) Regulations 2010 (text) insert new provisions into the Broadcasting Act 1990 and the Communications Act 2003, coming into force on 16th April 2010.

Regulation 2 inserts paragraph (fa) into section 319(2) of the Communications Act 2003 to include product placement requirements in the standards objectives mentioned in that section...

The Audiovisual Media Services (Product Placement) Regulations 2010 implement Directive 2007/65/EC of the European Parliament and of the Council amending Council Directive 89/552/EEC ('TV without Frontiers') ('Audiovisual Media Services Directive', or 'AVMS'). The Regulations deal with product placement in any audiovisual media services (including broadcasts) and ban specific products.

EU ban on tobacco and prescription medicines

Directive 2007/65/EC on Audiovisual Media Services prohibits the placement of tobacco and prescription medicines in audiovisual media. The UK Government consulted further with stakeholders before making a final decision on product placement. The issue was not addressed in The Audiovisual Media Services Regulations 2009.

Additional product bans under UK law

Television, Broadcasting, Media, media plurality, audiovisual sector, product placementThese new Regulations move significantly beyond the two products banned under Directive 2007/65/EC AVMS. They specifically ban product and services placement for alcoholic drinks; foods and drinks high in fat, salt or sugar; gambling; smoking accessories; over-the-counter medicines; and infant formula & follow-on formula.

In reaching this decision the UK Government has had the issue of potential effects on health and welfare, and especially children’s health and welfare.



The Audiovisual Media Services (Product Placement) Regulations 2010 (text)