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Ofcom ITV

Nescafe the first brand to use new product placement rules

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By The Drum Team, Editorial

February 28, 2011 | 2 min read

Nescafe will be the first brand to use the new product placement regulations when it begins a £100,000 three-month-deal for a coffee machine to appear on the set of ITV programme, The Morning.

The coffee brand has agreed a deal for its Dolce Gusto machine to be placed in the kitchen area of the show’s set, the first time such a deal has been agreed following the relaxation of the product placement rules in the UK.

This will also be the first time that a P logo, designed to highlight that product placement will take place during the programme, will be used.

Ofcom announced in December that it would allow product placement to begin in the UK, a move that was welcomed by commercial television channels following a longer period of advertising revenue decline.

Ofcom ITV

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