UK culture secretary, Andy Burnham, has published a consultation document that sets out plans to regulate VOD services (whether on traditional television platforms, the Web or mobiles) and product placement on UK television. The proposals are part of a comprehensive consultation on how the UK should implement the EU Audio Visual Media Services Directive, which includes various compulsory and optional elements, some of which are expected to result in new legislation. The consultation focuses on the UK government's proposals on three specific issues contained in the Directive: product placement in linear-TV and VOD services, the introduction of a system for regulating VOD services in the UK, and controls over the content of non-EU satellite channels that are uplinked from a ground station in the UK.
The Directive states that EU member states must prohibit product placement, but that they may allow certain exemptions. Currently product placement is not allowed on any UK-made programs, and the UK government has previously stated that its "initial view" is not to change this. However, the consultation document sets out arguments pro and con, and seeks views from both sides. The Directive also states that EU members must ensure that their VOD services comply with new, cross-EU standards, and encourages members to seek a "co-regulatory" solution in which the regulatory system is owned and run by the VOD industry itself, but where the government or a national regulatory body, such as Ofcom, has the right to intervene as necessary. The consultation document seeks views on how to implement such a solution. The consultation period ends October 31st.
