Product Placement

Even months after the expiration of the transposition period of the Audiovisual Media Service Directive, product placement in audiovisual works remains a very complex topic. The approach of the directive tries to consolidate two antagonistic positions, the wish to exploit the financing potential of product placement on the one hand and on the other hand the aim to clearly separate commercially from editorially motivated content.

The article sheds light on this complex subject.

Contents:
Implied Prohibition: Product Placement under the TVwF Directive
The AVMS Directive’s Dodge: Product Placement Escapes the Principle of Separation
The Regulation of Product Placement in the Audiovisual Media Services Directive
- The Derogations from the Rule of Prohibition
- The Four Principles Governing Legitimate Product Placement
- Unlawful Product Placements
Acquired Product Placement
The Relationship between Product Placement and other AVMS Concepts
- Product Placement and Sponsorship
- Product Placement and Surreptitious Audiovisual Commercial Communication

• Primary Source

European Audiovisual Observatory: IRIS Plus http://www.obs.coe.int/oea_publ/iris/iris_plus/index.html

---