Hidden ads on TV up for talks

       Media authorities are meeting on Monday to impose a code of conduct on "hidden" advertising in television, a move that is believed will have a minimal impact on the advertising industry.
       Witthawat Chaipranee, chairman of the Advertising Association of Thailand, said most TV producers do not really benefit from these hidden ads.
       "Though some benefit, particularly those involved in prime-time programming, the gain is less than 1 per cent of the total advertising revenue of Bt90 billion per annum. Even if the government put these hidden ads under control, it would not affect the industry," Witthawat said at the association's annual meeting yesterday.
       He told the association that on Monday the Consumer Production Board, chaired by PM's Office Minister Satit Wongnongtaey, will meet with all related agencies, including the association, to take care of hidden ads after academics filed a complaint that hidden ads were taking unfair advantage of consumers.
       Witthawat admitted that the number of hidden ads were increasing, especially in programmes like talk shows, news talks, game shows and sitcoms, where actors are often shown using or eating particular products.
       However, he said things like a photo of a product or a logo that appear without any mention of the product's quality or brand are acceptable. Product placement is popular among some programmes that fail to win high ratings.
       "The hidden ads give a lifeline to these programmes, particularly children's programmes that have few sponsors. Meanwhile, hidden ads are uncommon in prime-time programmes, but are increasing as producers see this as a way to make additional profit. All parties need to brainstorm on this issue and see how they can control these ads," Witthawat said.
       On Monday, the association will propose that the placement of products that are not mentioned or commented upon in the show cannot be considered hidden ads. Moreover, it will propose that an extra time slot be allotted for the advertisement of tie-in products over and above the 12.5 minutes per hour generally allowed.
       The new rules on product placement will be imposed on product manufacturers, programme producers, TV stations and ad agencies.