Bakom suspects Swiss Awards of surreptitious advertising

OFCOM is currently investigating whether Swiss television used undeclared product placements during the broadcast of the Swiss Awards. During the program, prominent guests were driven into the studio in a car. The winners also received a trophy with an integrated watch. Both the car manufacturer and the watch company are listed as sponsors of the program. Nevertheless, according to Bakom spokeswoman Caroline Sauser, these could be cases of surreptitious advertising. Since 2007, the Ordinance to the Radio and Television Act has laid down new rules for product placement: at the beginning of a program, it must be indicated which sponsor provided which products. In addition, there must be no advertising effect during the program, Sauser continued.
OFCOM has requested further documents from Swiss Television, which must be submitted to the Federal Office by February 8. A decision will then be made as to whether supervisory proceedings will be initiated.