On May 23, 2011 an extensive new legislation to the Law on Radio and Television Broadcasting came into force.

The most significant changes to the law refer to the question of advertising and other commercial broadcasting. Among the new provisions in this scope are the provisions concerning the so-called “product placement”, i.e. placing branded goods in broadcasted programmes. From May 23, 2011 product placement in films, serials, series and entertaining programmes have been legal provided that broadcasting of a programme containing product placement is followed by broadcasting of the information about the fact of product placement. The law introduces also an absolute prohibition of product placement in programmes for children.
The change to the law is a result of a growing market need for product placement. Until now entrepreneurs have been trying to circumvent the prohibition through signing sponsorship contracts.

The new legislation will probably considerably increase the popularity of that marketing tool and that, in consequence, should result in development of the relevant market sector.

Contact person: Lech Gniady, lg@pnplaw.pl