Product placement will not be allowed on UK television programmes, culture secretary Andy Burnham has said.

The practice, which is commonly used on US television, would “contaminate” programmes and damage public trust in broadcasters, he said.

“As a viewer, I don't want to feel the script has been written by the commercial marketing director,” he told the Daily Telegraph.

“If Jim Royle gets out of his chair for a KitKat, I want to think 'he fancies a KitKat' - not “KitKat my arse!' If I thought it was because someone has paid him to eat one it would change the way I felt about the programme,” he added.