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Portman Group concerned over TV product placement

Published:  07 January, 2010

Drinks industry watchdog, the Portman Group is concerned over Government negotiations to relax product placement rules.

Drinks industry watchdog, the Portman Group is concerned over Government negotiations to relax product placement rules.

The Government is currently in consultation on whether to allow television programme makers to accept payment in return for product placement on television.

The Portman Group aims to ensure that product placement on television is not allowed to undermine the existing strict controls on alcohol marketing, which chief executive, David Poley, thinks could be far more difficult to control the message in product placement than with advertising. 

Poley said: "The danger is that less scrupulous companies would exploit this. We could see all kinds of unwise and unhealthy drinking portrayals. 

"We do not want to see product placement unless it can be regulated to the same high standards as all other alcohol marketing."

Content of alcohol marketing in the UK is regulated by the Advertising Standards Authority and the Portman Group.

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