Starting December 19 there will be a new directive in the UK. A recent article from guardian.co.uk entitled “Ofcom to ban product placement in children’s TV shows from December” by Maggie Brown examines this issue. According to Brown, Ofcom has warned children’s TV broadcasters that there will be no product placement in shows that target audiences 16 years of age and younger. Brown writes that this is line with a Europe-wide Audio Visual & Media Services directive. Of course there is some worry about programs that are imported, like the American production of The Simpsons.

This move is sure to have an adverse effect on marketers, who will have to look for new ways to reach their targeted audience. Nowadays, more and more kids are using different appliances, such as cell phones and game consoles to get connect to the internet and get online. Many young people today watch their favourite shows on their digital device. Advertisers will continue to reach their market utilizing a number of different methods. Television is a great medium for product placement, but cell phones and other digital devices are fast becoming alternative forms of advertising.

This Ofcam move is a bold one; however parents will still have to be diligent as advertisers will modify their method to reach children using different avenues.

Check out the full story using the source link below.

Source: http://www.guardian.co.uk/media/2009/oct/22/ofcom-childrens-tv-product-placement-ban