The news that the government has softened its stance and is likely to lift the current ban to allow brands in TV programmes should be welcomed by the majority of advertisers. It gives the industry a new and realistic avenue for media or PR budgets, while helping to fund UK production.
Of course, unless there is a significant change in how rights can be exploited, the real winner is going to be ITV, as a major proportion of its programming is made in-house. This is, of course, why it has campaigned so hard for change. But it has been right to. While other industries such as sport or music have been flexible to branded messages, legislation has forced our broadcasters to be left behind the rest of the world.
The introduction of product placement will require a new toolset. Advertiser concerns over ROI will have to be swiftly addressed. How will it be measured? How much control will brands have in how their product is portrayed? What will be the payment mechanism, the length of time a brand is shown or its prominence on screen? These kind of questions will take time to answer, so we are unlikely to see a barrage of brands on our screens in the immediate future.
However, the introduction of product placement must not come at the expense of viewers, otherwise the reputation of this industry will again come into question. The partnership between brand and consumer is not one that should be abused in any way, so advertisers and their agencies should tread carefully.