The National Communications Commission (NCC) said it would allow product placement and title sponsorship in TV programs, provided that both practices are banned in news and children’s programs.
The government will continue to be barred from embedding any marketing or title sponsorship, as stated in the Budget Act (預算法).
Product placement, also known as embedded marketing, is a type of advertisement in which branded goods or services are placed in a context usually devoid of ads, such as within a news program or the story line of television shows. Titled sponsorship of an event, on the other hand, provides funding and services in exchange for the exclusive right to have a firm’s name appear prominently before the title of the event.
NCC acting spokesperson Wei Shyue-win (魏學文) said the commission generally agreed with proposed rules regulating product placement and title sponsorship in television programs, adding that the commission would hold a public hearing with media experts and television station operators on the regulations.
Jason Ho (何吉森), director of the commission’s communication content department, said the amendment to the Satellite Broadcasting Act (衛星廣播電視法), which would regulate embedded marketing in TV programs, had yet to pass legislative review.
“Even though the rules were drafted before the amendment of the act is passed, we can start enforcing the relaxed government policy first as we have the administrative authority to do so,” Ho said.
Ho said the commission had several key principles in protecting viewers.
Sponsors must not interfere with the independence of the program production or its editing teams, while programs must not encourage viewers to purchase products made by the sponsors. Furthermore, the programs must not highlight the qualities of any specific product. The names of the sponsors must be fully disclosed before, during or after the broadcasts. There must be clear distinction between programs and advertisements, he said.
However, Ho said news and children’s programs are off-limits.
Ho said the purpose of permitting embedded marketing and title sponsorship is to increase funding for quality programs, particularly digital television content.
In related news, Cti-TV’s entertainment channel was fined NT$800,000 because its show The Largest Political Party violated Article 19 of the act, which states that programs shall maintain their completeness and be distinguishable from advertisements.
One episode talked about efforts by the Greater Kaohsiung Government to reduce its crime rate by giving prizes to people who help catch robbers.
The episode gave specific information about an event being run at a Greater Kaohsiung amusement park, including the dates and locations of how to purchase tickets.
“The episode was followed by a 20-second commercial on the same amusement park. It did not set a clear distinction between program and advertisement,” Ho said.
SPEEDING ELETRIC VEHICLES: Available without license requirements, the low-cost vehicles, especially if illicitly modified, can often reach a dangerous speed The government should crack down on illegal electric bicycles and scooters, the non-profit Consumers’ Foundation said on Friday, citing research on the potentially dangerous speed of the vehicles. Electric bicycles and lightweight electric scooters have gained popularity as they do not require registration and riders do not need licenses, the foundation said, adding that as many as 40 percent of them can reach speeds exceeding the legal limit of 25kph for non-licensed two-wheelers. Some consumers also purchased legal electric vehicles and modified them to reach higher speeds, it said. “If the government does not step up efforts to confiscate these
‘RELIABLE PARTNER’: US Secretary of Health and Human Services Alex Azar praised the ‘Taiwan model,’ saying that the nation brought its spirit to its COVID-19 response The first memorandum of understanding (MOU) on health cooperation between the Ministry of Health and Welfare and the US Department of Health and Human Services was yesterday signed at the Centers for Disease Control in Taipei. The memorandum was signed between the American Institute in Taiwan (AIT) and the Taipei Economic and Cultural Representative Office in the US, by AIT Director Brent Christensen and Taiwan Council for US Affairs Chairperson Jen-ni Yang (楊珍妮). US Secretary of Health and Human Services Alex Azar and Minister of Health and Welfare Chen Shih-chung (陳時中) witnessed the signing of the memorandum, designed to enhance the nations’
NEW CASE REPORTED: A man who returned from South Africa on a flight with the nation’s 460th and 461st cases has now tested positive for the disease The Central Epidemic Command Center (CECC) yesterday said that there is no need to test all arrivals to the nation for COVID-19, a policy the Executive Yuan supports. The center reported one new imported case, bringing the nation’s tally of confirmed cases to 477. The new case is a Taiwanese man in his 60s who on July 25 returned from South Africa, said Centers for Disease Control (CDC) Deputy Director-General Chuang Jen-hsiang (莊人祥), who is also the CECC’s spokesman. The man had returned to Taiwan on the same flight as cases Nos. 460 and 461, reported on July 27, Chuang said. On July 24,
Minister of Foreign Affairs Joseph Wu (吳釗燮) yesterday tweeted a welcome to Somaliland’s first representative to Taiwan, Mohamed Omar Hagi Mohamoud, who arrived on Friday. Mohamoud had “braved Chinese pressure” to take up his new post, Wu wrote. “The fact ‘sovereignty & friendship aren’t for sale’ deserves international recognition,” referring to a Somaliland media report earlier this month that Somaliland President Muse Bihi Abdi had rejected an offer by the Chinese government in exchange for ending its rapprochement with Taiwan. Wu also thanked the US National Security Council (NSC) for praising Taiwan-Somaliland ties. A council tweet on July 10 praised Taiwan