A Nescafe coffee machine was featured in an ITV daytime program, which made it the first product placement under UK’s new advertising rules.
The coffee company reportedly paid £100,000 for the appearance.
But product placement won’t end there. This was just the first instance of what will be three months of relaxed product placement rules for UK television.
Viewers will be prompted by a P logo to inform them that what they’re seeing has product placements. The rules also state that the featured product should have relevance to the shows that they are appearing in. Advertisements for gambling, alcohol, junk food, medicine, and baby milk are still prohibited.
Also, the product placements are not allowed on children’s shows, news, current affairs, and religious shows.