The Broadcasting Authority of Ireland (BAI) announced last week its decision to permit paid product placement on Irish television. The change is one of a number to be included in the BAI’s revised General and Children’s Commercial Communications Codes which will take effect from Monday, May 2nd 2011.
The changes include the permission for use of paid product placement in specific genres including films (cinema releases and films made for television); sport; dramas (excluding docu-dramas) and light entertainment programmes (excluding certain types of talk/chat shows). Paid product placement will also be allowed on all television services including community, commercial and public service broadcasters.
Furthermore sponsors of television programmes will, from May 2nd, be permitted to place their products and services in programmes that they sponsor, except in the case of children’s programmes. Product placement will not be permitted in children’s programmes and talk/chat shows containing more than 20% of news and current affairs content on a regular basis.