Big bucks for British broadcasters from product placement

British broadcasters will now be allowed to accept payments for product placements of branded goods. Most of Europe has already allowed the advertising approach, and now UK is joining the bandwagon.

Culture minister Ben Bradshaw seems optimistic about the move, saying that it is an
?important departure? for television.

Experts estimate that product placement will generate an annual revenue of ?25m and ?100m for each broadcaster.

However, it does not come without limitations. The government has made it clear that alcoholic drinks, unhealthy food, gambling, and cigarettes will not be included in the product placement lift.