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Digital TV broadcasters get green light on product placement

Wednesday, December 22nd 2010 by Cable.co.uk

Ofcom has said product placement will be allowed in British TV shows in the new year.

Digital TV broadcasters will be allowed to include product placement in their shows from early next year, Ofcom has announced.

The UK's telecoms industry watchdog said films, entertainment, sports productions and ongoing series - including soaps - screened by the likes of ITV, Sky and Virgin Media will be able to take advantage of this promotional facility from February 28th 2011.

However, product placement will remain prohibited on children's TV, as well as in coverage of current and consumers affairs and in religious programmes.

Ofcom added certain goods and services - such as tobacco, alcohol, gambling, weapons and escort agencies - will not be permitted to be advertised in this manner.

The regulator explained its new rules are intended to "enable commercial broadcasters to access new sources of revenue, whilst providing protection for audiences".

ITV has previously praised plans to allow product placement on British shows, with a spokesman insisting: "It will be warmly welcomed by the commercial broadcasting industry and advertisers alike."

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