A new game for business students - spot the product placement logo

Something new for alert UK business students to look out for when doing their “research” watching TV. Product placement is allowed in UK television programmes from 28 February 2011 and broadcasters have to show a new logo when it occurs.

Product placement is when a company pays a TV channel or a programme-maker to include its products or brands in a programme. So, for example, a fashion company might pay for a presenter to wear its clothes during a programme, or a car manufacturer might pay for a character to mention one of its cars in a scene in a drama.

If a UK programme contains product placement, the TV channel will have to show a special logo. This will let viewers know that the TV channel or the programme-maker has been paid to include products in that programme. The logo has to be shown at the beginning of the programme, and repeated after any advertising break during the programme. It also has to be shown again at the end of the programme.

Product placement is not allowed for a variety of products. Cigarettes and other tobacco products, along with medicines that are available only on prescription, can’t be product placed in any programmes. Alcoholic drinks, gambling products, all other types of medicines, food and drink that is high in fat, salt, or sugar and baby milk can’t be product placed in UK programmes. Also, products that can’t be advertised (such as guns and other weapons) can’t be product placed in UK programmes either.

So which products or services will be “placed” first? Challenge your students to spot the logo and report back to class their sightings. How effective was the placement?