Geo UK rapped for product placements

Popular Pakistani broadcaster, Geo UK has been rapped by media regulator Ofcom for blatantly advertising various brands during a show last Ramadan.

Ofcom viewed both editions of ‘Iftar Amir Kay Saath’ broadcast on 23rd July 2013. Ofcom noted a number of commercial references during both programmes, as well as the presence of the product placement signal throughout.

Geo TV told Ofcom that the programmes had been acquired from the producer in Pakistan, Independent Media Corporation. The Licensee explained that it had not received any payment or other consideration for the inclusion of references to products, services or trade marks, but confirmed that ���product placement [had appeared] in the broadcast�۝.

Although Ofcom acknowledged that Ramadan provided a context for the overall theme of the programme, the Licensee remained under an obligation to ensure that commercial references did not serve to promote the products themselves, rather than contributing to the narrative of the programme. Ofcom considered that the amount and detail of the explicit and implicit references to placed products were both promotional and unduly prominent and that the programmes were therefore in breach of Rule 9.9 and Rule 9.10 of the Code.