Ofcom, the broadcasting regulator, has given the green light to new rules allowing product placement on British television.
Paid-for references to products may feature in shows from 28 February, although tobacco, alcohol, and products high in fat, salt or sugar have been prohibited by the media regulator.
Product placement will also be banned in shows aimed at children, as well as news and current affairs programmes.
Under the new rules, which were given the go-ahead yesterday, programmes featuring product placement must broadcast a logo for a minimum of three seconds at the start and end of the show. The logo will be issued by Ofcom next month.
The government first announced its intention to allow product placement on commercial broadcasters in September 2009 in a bid to ease financial pressure on the likes of ITV and Channel Four.
Product placement will make kids fatter, warn medical chiefs (4 January 2010)
Third Party: Product placement will get to kids anyway (26 September 2009)
Product placement set to be the future of advertising on TV (19 September 2009)