Government plans video-on-demand regulation

Culture Secretary Andy Burnham has outlined Government plans to regulate video-on-demand services and product placement on British TV released today (July 25). Burnham reiterates his opposition to relaxing the rules on product placement but insists he is “open to hearing other rules”.

Culture Secretary Andy Burnham (pictured) has outlined Government plans to regulate video-on-demand services and product placement on British TV released today (July 25). Burnham reiterates his opposition to relaxing the rules on product placement but insists he is “open to hearing other views”.

He also sets out plans to regulate video-on-demand for the first time in the UK, and introducing controls over the content of non-European Union satellite channels, which can be viewed in the UK.

The proposals are part of a consultation on how the UK should implement the EU Audio Visual Media Services (AVMS) Directive. The Directive includes both compulsory and optional elements, some of which are expected to lead to new legislation.

Burnham says: “While citizens embrace the opportunities offered by massively increased choice of content, and can watch on demand on TVs, online or phones, it’s right that the same standards apply.

“My instincts remain that if we were to relax the ban on product placement we would put at risk the integrity in British programming that underpins its international reputation. But I’m open to hearing other views. If, as some in the industry are saying, this is a crucial step for broadcasters, then the industry must marshal strong arguments and put forward a convincing case.”

The AVMS Directive states that all EU member states must prohibit product placement, but they may decide to allow certain exemptions. Product placement is currently banned in any UK-made programmes. The consultation runs for three months and closes on October 31.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here