Bakom plans major campaign against surreptitious advertising
The project is still in its infancy.
investigation" into surreptitious advertising on television, announced Bakom Director
Martin Dumermuth in SonntagsBlick. An inquiry from Werbewoche
revealed that the project is still in its infancy.
"We have
the concept of the investigation has not yet been drawn up," said Bakom lawyer
Susanne Marxer of Werbewoche. Around late fall, the
Federal Office to begin screening a selection of programs. One
will primarily target the larger stations with in-house productions.
but carry out the study in all language regions.
"We will examine whether product placements in TV productions
benefits in kind or in cash were paid and whether these were correctly
are shown. The organizers are obliged to provide us with this information,
must therefore submit contracts or requested information," explained
Marxer. If OFCOM identifies breaches of the law, proceedings can be initiated.
be carried out. First and foremost, the aim is to determine,
whether there is surreptitious advertising and, if so, to request the broadcaster to do so,
to eliminate them. Criminal proceedings, on the other hand, are only initiated,
if there is a serious case.
Bakom has already been prosecuted several times this year for surreptitious advertising,
Advertising for the sponsor or insufficient mention of the sponsor in the
television and filed a supervisory complaint. In addition to the much
the "dream job" case discussed by SF DRS in July, the following
reprimanded: SRG for the programs "Fensterplatz" and "Spielfilm", Sat.1
Switzerland for "live ran", Presse TV for "Fussballtalk" and Telebärn for
the "Murmi News".
Carole Scheidegger
