Media Study - Medija centar Beograd

There are, nevertheless, some absolute prohibitions on product placement:
News and current affairs shall not contain product placement.
Audiovisual media services for children and documentaries may not contain product placement.
Product placement shall be permitted as long as it meets the following requirements
Editorial independence 101
Explicit encouragement ban 102
Identification rules 103
Tobacco related rules 104
Medicine related rules 105
The provisions will only apply for programs produced after the date of official directive adoption.
9.1.2 Serbia
The Law does not seem to specifically address product placement.
101 The scheduling and the content of the audiovisual media services should not be influenced as to affect the
responsibility and editorial independence of the media service provider.
102 Product placement must not directly encourage the purchase or rental of goods or services, in particular, make
special promotional references to those goods or services. Programs shall not give undue prominence to the
product in question.
103 Viewers shall be informed of the existence of product placement. Viewers shall be informed of the existence of
product placement. Programmes containing product placement shall be appropriately identified at the start and the
end of the programme, and when a programme resumes after anadvertising break, in order to avoid any confusion
on the part of the viewer.
104 Interdiction for product placement to contain tobacco products or cigarettes or product placement from
undertakings whose principal activity is the manufacture or sale of cigarettes and other tobacco products.
105 Interdiction for product placement to contain specific medicinal products or medical treatments available only
on prescription in the Member State within whose jurisdiction the media service provider falls.
129