COMMERCIAL REFERENCES IN FILMS

Commercial television places restrictions on references to commercial products and services within television programme time, as it is deemed that, generally, such references should be confined to paid-for advertising time. Of course, commercial products and services can be shown or referred to in programmes but they cannot be given what is termed “undue prominence”; nor are programme makers and broadcasters allowed to make deals with advertisers to include deliberately the latter’s products or services within programmes. This is known as product placement and is prohibited.

As noted above, the internet is not bound by the same rules as licensed commercial television and these rules, therefore, do not apply to films on FourDocs. However, for editorial reasons, FourDocs does have a policy with regard to references to commercial products and services, as follows:

ADVERTISEMENTS:

FourDocs will not accept films that are simply advertisements for commercial products and services.

• Any film that invites the audience, whether directly or indirectly, to make a purchase will be rejected. So will films where it is clear that the only purpose they serve is to promote or 'plug' a commercial product or service. Films with a promotional element may be accepted but they must have editorial merit over and above merely promoting a commercial product or service.
• No films containing competitions of any description will be accepted, nor will any films that make appeals, again whether directly or indirectly, for funds or donations, including any for charitable causes.
• All phone numbers, be they premium rate or otherwise, must be removed, as must any contact addresses. Email addresses should also not be included although web site addresses may be included if they are editorially justified and are not merely given in order to promote separate commercial activities.