TV product placement comes to UK

It said that continuing to ban product placement would damage the finances of the industry.

Alcohol, tobacco, and food and drinks which are high in fat, salt or sugar are among the products that will not be allowed. Product placement will be banned from news, current affairs, consumer and religious programming.

Culture, Media and Sport Secretary Ben Bradshaw said: ""It has become the more important to make this move now that every other EU member state, with the sole current exception of Denmark, has either allowed television product placement already or has expressed a firm intention to do so.

"Not to do so would jeopardise the competitiveness of UK programme-makers as against the rest of the EU."