The legality of product placement

Date of this Version


Document Type

Journal Article

Publication Details

Citation only

Van Caenegem, William (1991). The legality of product placement. Communications Law Bulletin, 11(2), 15-17.

This article is accessible via the Communications and Media Law Association website.

© Copyright CALMA, 1991


These days, when watching TV, a video or a cinema film, you may notice that one or another product appears with unusual prominence or regularity. Actors show a marked preference for a certain softdrink, car or brand of sunglasses. Increasingly, the chances are this is no coincidence. For consideration of some sort, products are visibly and recognisably displayed in productions of all kinds. The US is the biggest market for product placement, but any nation that produces and shows film or TV programs has to live with this, at least in Australia and New Zealand, still relatively new phenomenon.

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