Public health at risk from TV product placement - BMA

The British Medical Association has warned that allowing alcohol, gambling and unhealthy foods to be advertised through product placement will fuel obesity and alcohol abuse.

The role modelling on sitcoms and soaps is so important

“The BMA is deeply concerned about the decision to allow any form of product placement in relation to alcohol, gambling and foods high in fat, sugar or salt as this will reduce the protection of young people from harmful marketing influences and adversely impact on public health,” the BMA said in a submission to the Department for Culture, Media and Sport on the plan.

“By its nature, product placement allows marketing to be integrated into programmes, blurring the distinction between advertising and editorial, and is not always recognisable.

“Studies show that children are particularly susceptible to embedded brand messages and these operate at a subconscious level.”

The BMA submission has been echoed by Royal College of GPs chair Steve Field.

He said: “I am particularly worried about alcohol and unhealthy foods, not just for children but for adults as well. The role modelling on sitcoms and soaps is so important.”

The BMA intervention comes as a government consultation to examine how product placement could work on UK television was due to close on Friday.