BBC launches inquiry into product placement allegations

by Staff, Brand Republic 19-Sep-05, 09:30

LONDON - The BBC has launched an investigation into claims that companies are paying up to £40,000 to get their products featured in the corporation's programmes.

The practice is thought to be widespread, according to a story in the Sunday Times yesterday, which alleged as many as 50 cases had been found where major brands had bought product placement spots in BBC programmes.

The practice is said to be so common that some BBC programmes rely on the free gifts to outfit sets and characters.

The Sunday Times cited programmes including the new series of 'Spooks', which began last week on BBC One, where eight different brands were used with airtime being valued collectively at more than £100,000. In 'Extras', Ricky Gervais is seen holding a Benjys coffee cup.

Other examples are 'Murphy's Law', where James Nesbitt drives a Volkswagen Sharan. The appearance of the car alone was valued at the equivalent to £30,800 worth of commercial airtime.

Under BBC rules, it can not guarantee the appearance of a product, which are supposed to be placed for free and are only allowed under BBC guidelines to ensure realism.

However, the reality appears to be that companies like Rogers & Cowan, Brand Exposure and 1st Place are guaranteeing appearance and lobbying programme makers to ensure that their clients products do appear.

An undercover team from the Sunday Times won a promise from the producer of a new 12-part cookery programme set to appear on BBC Two, that they would feature a new alcoholic drink in return for free accommodation and travel.

The team one a further promise from the head of props for the Tamzin Outhwaite starring drama 'Hotel Babylon', who said that the drink would be prominently featured in bar shots.

The brands are getting airtime for a fraction of the cost of advertising on ITV1 or Channel 4 while viewers are being unwittingly sold to.

The paper cited another example where editorial content had been influenced whereby a product placement agency had won the agreement of 'A Question of Sport' producers to use a Lawrence Dallaglio Sony PlayStation game as mystery guest.

A BBC spokesman said: "The BBC has very clear guidelines about product placement. Any breach would be thoroughly investigated because our editorial independence is absolutely integral to our reputation."

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