Category: Sector | 10th Feb 2010

Product placement on UK TV shows has been given the go-ahead by the government following a consultation.

Ben Bradshaw, secretary of state for Culture, Media and Sport, said around 1,480 reactions to the plans had been submitted, which has led the government to legislate on the matter.

However, the plans do have some exceptions, he emphasised, with alcoholic, high fat, salt and sugar products exempt from being able to benefit from product placement.

Mr Bradshaw also emphasised that the government was fully aware and appreciative of some of the objections which had been aired against the move.

A spokesperson for the Advertising Association commented: "It opens the way for new revenue for broadcasters to invest in original UK programme production, which will benefit the public as well as the industry."

He also described the move as being a step in the right direction, although doubted the decision to exclude certain products.

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