Product placement in British TV to go ahead

Product placement in British films, TV series, entertainment shows and sports programmes is set to become a reality, when Ofcom unveils plans to legalise the practice in its Broadcast Code in the coming days.

According to sources, new commercial opportunities will be created for brands to appear on TV screens in 2011 when Ofcom reveals a more relaxed approach to product placement; something already commonplace in other major TV markets.

There will also be outright bans on tobacco products, alcohol, gambling and foods or drinks that are high in fat, salt or sugar, medicines and baby milk.

 

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