Govt to check on Euro ad laws
Internet Marketing
24 April 2008
The government will launch a consultation into Euro advertising laws, which could allow product placement on television.
The Department for Culture, Media and Sport (DCMS) will investigate the European Union's Audiovisual Media Services (AVMS) directive, to see if the law can be applied in the UK.
"We are not compelled to do so," a spokesperson said, "it is up to each member state to decide whether to change current rulings."
The government has already looked into two AVMS directives, the regulation of VoD services and the increase in television broadcasters' ad minutages.
As most televisioncontent is now available online any law changes could affect internet television and IPTV.
"The AVMS directive allows the UK and other member states to permit product placement in certain types of programme," the spokesperson continued - although Ofcom's rules currently ban the practice.
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