Bazalgette backs product placement

Big Brother evangelist and former chairman of Endemol UK Peter Bazalgette gave his support to the introduction of product placement to commercial television at an awards ceremony last night (26 February).

Bazalgette (pictured) told Marketing Week product placement is long overdue and said: “It should have been made legal here a long time ago.” He was speaking at the second FT ArcelorMittal Boldness in Business Awards.

The issue is high on the agenda for TV broadcasters as the government has said that it will legislate for product placement, with the caveat of a list of sectors that will not be allowed to participate, including. placement of alcohol and food and drinks high in fat, salt or sugar (HFSS foods) will not be allowed along with gambling, smoking accessories, over the counter medicines and infant formula

A Marketing Week bespoke poll by Light Speed Research has shown that the majority of consumers are oblivious to product placement

Bazalgette also gave his opinion on the recent appointment of Adam Crozier as the new ITV CEO, saying that it was good idea to bring “outsiders” in to broadcasting to take a fresh look at the challenges. However, he added that he couldn’t yet say if Crozier was the right choice.

Winners at the Boldness in Business awards included Standard Chartered for the Corporate Responsibility category and Fiat for Drivers of Change. Newcomer of the year went to Twitter.


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