Proposals to relax the 50-year ban on product placement in TV programmes could lead to children being exposed to unsuitable products during family shows, consumer watchdogs have warned.
Product placement would allow advertisers to pay for their products to be featured in a show. Under current regulations, broadcasters have to keep branded products out of programming, except as background props.
But despite Ofcom's desire to exempt children's shows from any changes, the National Consumer Council pointed out that kids' viewing extended "far beyond children's programming". Senior policy advisor Sue Dibbs said: "Ofcom's figures show that children's peak viewing time is early evening."
An Ofcom consultation on advertising to children is due to start on Tuesday (March 28).