ISBA hits out at government product placement plan

LONDON - ISBA has come out against product placement in a surprise move, claiming that its introduction will increase costs for advertisers.

ISBA: hits out at government plan
ISBA: hits out at government plan

In its submission to last month's government consultation on the issue, the advertiser body said the plans will lead to the double disadvantage of higher costs for advertisers and more complaints from the viewing public.

ISBA distinguished between paid-for product placement, where advertisers would in future have to pay to place for their products to be on screen, and the current system of unpaid prop placement which has evolved relatively inconspicuously over the years.

Bob Wootton, ISBA media and advertising director, said: ‘Advertisers are concerned that the existing low-cost system of prop placement will be closed off and that broadcasters will drive them into more expensive paid-for product placement.

‘Advertisers paying more to place their products might then naturally expect to see them placed more prominently and it is this increased visibility that may well increase complaints from viewers,' he added.



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