Germany: the first decision of the ZAK in matter of virtual product placement

On April 15, 2014, the Kommission für Zulassung und Aufsicht issued its first decision in matter of virtual product placement.

The decision was about a 15-second sequence of a poster advertising in the film “Hansel &Gretel: Witch Hunters” (RTL2 programme “Berlin Tag & Nacht”, 2013). In the opinion of the Kommission, the sequence did not breach the Land media authorities’ advertising regulations, because the product placement did not appear artificial and forced, as well as it respected the regulation on the matter, like labelling, independence of the broadcaster, no excessive prominence of the product).