The decision means TV programme rules will be brought broadly into line with the US TV and film industries, as long as placement is clearly identified and does not mislead the consumer. It will be prohibited from news, current affairs and children's programming.
It is now up to the UK Government to decide whether product placement should be allowed on UK TV screens. The UK culture minister, Shaun Woodward, this week formed part of a council that supported a lifting of the ban. Ofcom has already conducted a consultation on the introduction of product placement.