Bakom finds surreptitious advertising in new SF doctor series
The Federal Office of Communications has opened supervisory proceedings against the new SF series "Day and Night". As reported by the Sonntag newspaper, OFCOM suspects Swiss television of having placed surreptitious advertising in the new medical series.
The Federal Office of Communications has opened supervisory proceedings against the new SF series "Day and Night". As reported by the Sonntag newspaper, OFCOM suspects Swiss television of having placed surreptitious advertising in the new medical series.
Specifically, this involves the medication packaging of the generics company Helvepharm. The colorful boxes have a prominent place on the medicine shelves of SF-Permanence. Although Helvepharm is allowed to sponsor programs, the company is not allowed to appear in the series with prescription drugs or with non-prescription drugs that must be labeled with a mandatory notice due to the legal requirements that apply to television, Bakom lawyer Carole Winistörfer told the Sonntagsblatt.
The Foundation for Consumer Protection has reportedly also become aware of the drugs and has lodged a complaint against the product placement with OFCOM. According to the law, goods and services provided by a sponsor may be integrated, but they may not have any advertising effect. Consumer protection was quoted as saying that this was not the case here. The colored packs would stand out in the medicine rack.
Helvepharm takes a different view. Although the packs placed in the series are similar to the pharmaceutical manufacturer's real medicines, they are not completely identical. This means that it is not legally sensitive, emphasized Head of Marketing Christina Kobi. Helvepharm had paid a five-figure sponsorship amount and also provided the packs and other materials. Due to the ongoing proceedings, no one from SRG wanted to comment to Sonntag.
Specifically, this involves the medication packaging of the generics company Helvepharm. The colorful boxes have a prominent place on the medicine shelves of SF-Permanence. Although Helvepharm is allowed to sponsor programs, the company is not allowed to appear in the series with prescription drugs or with non-prescription drugs that must be labeled with a mandatory notice due to the legal requirements that apply to television, Bakom lawyer Carole Winistörfer told the Sonntagsblatt.
The Foundation for Consumer Protection has reportedly also become aware of the drugs and has lodged a complaint against the product placement with OFCOM. According to the law, goods and services provided by a sponsor may be integrated, but they may not have any advertising effect. Consumer protection was quoted as saying that this was not the case here. The colored packs would stand out in the medicine rack.
Helvepharm takes a different view. Although the packs placed in the series are similar to the pharmaceutical manufacturer's real medicines, they are not completely identical. This means that it is not legally sensitive, emphasized Head of Marketing Christina Kobi. Helvepharm had paid a five-figure sponsorship amount and also provided the packs and other materials. Due to the ongoing proceedings, no one from SRG wanted to comment to Sonntag.
