Broadcasting body permits paid-for product placement

REAL and fictional characters on Irish TV could soon appear a lot more brand-conscious after the Broadcasting Authority of Ireland confirmed yesterday that it will allow paid product placement for the first time on Irish television.

The decision could be worth millions of euro for RTÉ, TV3 and other TV stations in extra advertising income as it generates a potential new stream of revenue for broadcasters.

However, a ban on such placement will remain for some types of programmes, including news, documentaries, children’s programmes and any talk shows where news and current affairs accounts for more than 20% of their content on a regular basis.