USA Today is running a story about a firm hoping to capitalize on the growth of product placement. It’s a somewhat pedestrian account, unitl you get to this part:
Hamet Watt, CEO of NextMedium says his firm will keep deals confidential. “To feel organic, it can’t be publicized that the brand paid for placement,” he says.
That’s exactly what worries critics of this trend.
“Undisclosed product placement is dishonest advertising,” says Gary Ruskin, executive director of activist group Commercial Alert. “We’re trying to get Congress to pass legislation prohibiting undisclosed product placement.”
If a brand wants to associate with a popular show, why hide the fact? I fail to see the point.