On the occasion of the 20th edition of Far East Film Festival, an event completely dedicated to Asian cinema and the largest festival of its kind in Europe, the Chamber of Commerce of Udine, Azienda Speciale I.ter, Enterprise Europe Network, in cooperation with Far East Film Festival 2018, Centro Espressioni Cinematografiche and Fondo Audiovisivo del Friuli Venezia Giulia are pleased to invite you to the International Business Meetings Event dedicated to “Product placement: opportunity to increase brand awareness in EU and Asia within the frame of the Udine Far East Film Festival” 


What is product placement?

Product Placement is an advertising technique that allows the company to sell the whole brand and not the single product. It is an advertising technique to promote products and/or services through a non-traditional advertising approach, usually through appearances in film, television, or other media. Product placements are often initiated through an agreement between a product manufacturer or service provider and a media company, in order to have their product (or service) used, displayed, or significantly featured in a movie or show.
Product Placement can be best measured as a building block within a marketing mix.
Since 2010, the Audiovisual Media Services Directive of the European Parliament and of the Council of the European Union regulates a.o. product placement. Some key aspects:
-    Generally, product placement is allowed if clearly labelled at the beginning and at the end of a programme;
-    Product Placement must not affect the editorial independence of broadcasters or media services providers;
-    Product placement is not allowed i.e. in children, news and religious programmes, and documentaries, for tobacco products or cigarettes or medical products/treatments available on prescription;
-    Public TV must not use product placement, only product support if offered free of charge.

The legal frame of reference will be discussed in a specific session before the b2b meetings.

The participation in the brokerage event is free of charge.



All film production Enterprises interested in offering product placement and all SMEs/Organisations looking for brand awareness opportunities for their products/services, mainly in Europe and Asia. Examples of market keywords: communications, consumer related, electronics, computers, sport and leisure, jewelry, household good&appliances, clothing, shoes and accessories, food and beverage, home furnishings and housewares, hotels and resorts, textiles, transportation, finance, insurance, real estate, utilities and medical/health related.


  • to consider and evaluate potential agreements on product placement in Europe and Asia
  • to establish cross-border contacts for long-term business relationships
  • to reinforce the advertising and communication process with the target markets Asia and Europe
  • to get to know new advertising technique and its legal frame of reference
  • to establish confidence networking for successful business agreements
  • to be part of the exclusive ambience of the Far East Film Festival

Friday, 27th April 2018 

08.30 – 09.00

Welcome coffee and Registration 

09.00 – 11.15

Seminar “ Product placement: the legal frame of reference and success story”

11.30 - 13.30

B2B meetings

13.30 – 14.30 

Networking Lunch 

14.30 - 17.30 

B2B meetings