Doctors' fears over product placement

The British Medical Association (BMA) has warned that allowing alcohol, gambling and unhealthy foods to be advertised through product placement will fuel obesity and alcohol abuse.

"The BMA is deeply concerned about the decision to allow any form of product placement in relation to alcohol, gambling and foods high in fat, sugar or salt as this will reduce the protection of young people from harmful marketing influences and adversely impact on public health," the BMA said in a submission to the Department for Culture, Media and Sport (DCMS).

The BMA submission has been echoed by Professor Steve Field, chairman of the Royal College of General Practitioners.

He said: "I am particularly worried about alcohol and unhealthy foods, not just for children but for adults as well"

The BMA intervention comes as a Government consultation to examine how product placement could work on UK television was due to close on Friday.

Culture Secretary Ben Bradshaw has said a partial lifting of the ban might help commercial broadcasters suffering from a sharp fall in advertising revenue.

A spokeswoman for the DCMS said: ""A final decision has not yet been made, but if it is to be allowed, it will be closely regulated."