Piaras Kelly PR - Public Relations in Ireland

Hans Kullin points out that the Metro in Sweden was fined 500,000 kronor after it had published an advertising wrap in the form of an article. The post immediately caught my interest because a similar advert in a Dublin freesheet in the last fortnight leaned far more towards editorial content than previous wraps I have seen.

This sort of advertising and similar product placement is expected to explode as the BBC reports that the practice “will grow to nearly $7.6bn (£4bn) by 2010, largely driven by advertising within dramas, sports and reality programmes on TV.“

The BBC article notes that “EU countries lag behind the rest of the world because of strict rules regarding advertising on television.” However, that is set to change in Ireland as the likes of TV3 continue to push for product placement “provided that it is made clear and transparent.”

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