Ofcom gives green signal for product placement

Ofcom, Britain?s media regulator, has supported proposals to legitimize product placement in the United Kingdom (UK). This would open up new avenues for revenue generation for the broadcasters.

Ofcom says that it will allow product placements on locally-produced shows, movies, light entertainment, and sports. However, they say that it should be prohibited in news, religious shows, and children?s programs.

Tobacco-related products, prescription drugs, alcohol, and junk food remain banned.

Sponsorship restrictions will also be lifted, which will allow shows to reference sponsors.