IRIS plus 2010-3: Product Placement (2010)

LEAD ARTICLE
Product Placement in European Audiovisual Productions
Even months after the expiration of the transposition period of the Audiovisual Media Service Directive, product placement in audiovisual works remains a very complex topic. The approach of the directive tries to consolidate two antagonistic positions, the wish to exploit the financing potential of product placement on the one hand and on the other hand the aim to clearly separate commercially from editorially motivated content.

The lead article sheds light on this complex subject.

- Implied Prohibition: Product Placement under the TVwF Directive
- The AVMS Directive's Dodge: Product Placement Escapes the Principle of Separation
- The Regulation of Product Placement in the Audiovisual Media Services Directive