More than 90% of British adults do not recognise the product placement logo introduced to programmes
earlier this year to warn viewers when an advertiser has paid a
broadcaster to push its wares, according to research published
recently.
As part of the relaxation of the rules broadcasters have to show a
bold "P" logo before and after TV shows that involve
product placement deals. A major TV campaign was run across the
main broadcasters to raise awareness of the logo and the concept of
product placement.
However research from Populus has found that 75% of more than 2,000
adults surveyed did not have a clue what the "P" product
placement logo stood for when shown it.
The survey found that 11% thought the symbol related to parking, 2%
thought it was some sort of pay point, and 1% thought it was
related to the online payment company Paypal.
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