Spanish watchdog warns Atresmedia, Mediaset on product placement

DetailsJuan Fernandez Gonzalez | 10 April 2015

When it comes to product placement during shows, the Spanish TV industry has generally had a free rein, but now the country's competition authority, Comisión Nacional de los Mercados y la Competencia (CNMC), has warned Atresmedia and Mediaset about their use of this tactic.

In September Spain saw a new regulation passed which covers product placement and other kinds of advertising within TV shows and requires TV stations to clearly identify the moment of product placement, not allow the activity to influence a show's development and ban the practice from children's programming.

Following the new law, the CNMC detected irregularities in three free-to-air (FTA) networks: Atresmedia's Antena 3, and Mediaset's Cuatro and Telecinco, and has asked the channels to immediately regulate product placement or face a fine.

The CNMC is said to be still analysing the cases, but has given examples of what led to the warning. Antena 3's cooking show Karlos Arguiñano en tu Cocina is cited as having intentionally promoted several brands, both with specific images and via the presenter. And regarding Mediaset, the CNMC found inducement to purchase some specific brands in Telecinco's Robin Food and Cuatro's Planeta Calleja, plus wrongly presented product placement in other shows.