ARY Digital in breach of Ofcom’s product placement

Ofcom has rapped ARY Digital for a product placement breach during ‘Jeeto Pakistan’ in May 2014.

Ofcom viewed the programme and noted a number of commercial references as well as the presence of the universal neutral product placement logo throughout. The channel confirmed the programme was produced in Pakistan by ARY Films and TV Production. ARY Network also confirmed that the inclusion of the brands in this programme were subject to commercial arrangements between the brand owners and ARY Films and TV Production, although it emphasised that there was no financial arrangement between any of the brands and the UK licensed service, ARY Entertainment.

The channel was found in breach of rules 9.9 and 9.10 of the broadcast code for incorrect product placement. In this instance, the channel gave promotions and undue prominence to brands.