Nescafe the first brand to use new product placement rules
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.