Alcoholic drinks brands banned under TV rules
The Government will not allow alcoholic drinks to appear in TV shows under new product placement rules.
Product placvement has been allowed in UK films and has also been seen in TV shows from the US but this is the first time programme makers in the UK will be able to take advantage in domestic shows.
The Government said it hoped the extra revenue would help support the creative industries at a difficult time.
"It is right for us to proceed with caution and in particular to be very careful about the types of product for which it is permitted," said culture secretary Ben Bradshaw.
"Our legislation will therefore specify some important exceptions, in particular the prohibition of the placement of alcohol and foods and drinks high in fat, salt or sugar (HFSS foods)."
Product placement will not be allowed in the BBC's licence-fee funded services. The European Directive bans product placement of tobacco and prescription medicines but the Government has moved beyond this to include alcoholic drinks, high fat, salt and sugar foods, gambling, smoking accessories, over the counter medicines and baby milk formula.
Bradshaw said the Government had considered allowing alcohol product placement in programmes past the watershed but had decided against it because it would be "complex" and "would not provide the certainty which the Government seeks".
He said: "In the circumstances we intend to legislate for a complete bar on placing these products. This as an important aspect of the cautious approach that we need to take."
