[中文]广告植入禁止被取消

广告商可以通过付费方式让他们的商品出现在英国的电视节目中.

英国的节目中第一次允许有偿植入广告,这些节目包括肥皂剧和话剧.

第一个产品就是今天早上在ITV1频道的雀巢咖啡机.

英格兰教会和医生领导都反对这个举措,他们认为这有损节目的可信性并传播不健康的生活方式.

英国通信管理局规定,节目制作人必须通过在产品广告节目的开头和结尾显示字母P三秒钟来告知观众.

电信监管机构说,所有的植入必须经过正当的编辑,而且不能过分突出.

在新闻,时事和儿童节目中,广告植入是不允许的.含酒精的饮料,高盐,高糖,高脂肪的食品不在广告植入范围之内.在BBC节目中也是如此。

在美国,像可口可乐和苹果这样的商家,会花几百万美元将他们的产品植入电影和电视节目.当欧盟解禁有偿广告时,产生了一场关于解禁是否适用于英国产品的激烈讨论.

商业广播公司和独立的生产厂家认为此举可以提高节目收入,而教会领导站在认为这有损节目可信度和传播不健康生活方式的人这一边.

工党政府最终批准这项举措,但前提是必须采取严格的限制.

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[外文]A ban on product placement has been lifted, allowing advertisers to pay for their goods to be seen on British TV.

Paid-for references to products and services are now permitted for the first time in shows produced in the UK, including soaps and one-off dramas.

The first product will be a Nescafe coffee machine on ITV1’s This Morning.

The Church of England and doctors’ leaders have opposed the move, saying it could damage trust in broadcasters and promote unhealthy lifestyles.

Under Ofcom regulations, broadcasters must inform viewers by displaying the letter ’P’ for three seconds at the start and end of a programme that contains product placement.

The telecoms regulator has said any placement must be editorially justified and not unduly prominent.

It will not be allowed in news, current affairs or children’s programmes - or for alcoholic drinks and foods high in salt, sugar and fat.

And it will continue to be banned for BBC shows.

In the United States, advertisers such as Coca-Cola and Apple pay millions of dollars to place their products in films and TV programmes.

When the European Union lifted its ban on such payments, there was heated debate over whether it should be allowed in productions made in the UK.

Commercial broadcasters and independent producers argued it would help pay for programmes.

But Church leaders were among those who said it could damage trust and promote unhealthy lifestyles.

The last Labour government eventually gave the go-ahead, but only after setting out strict limitations.

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