The Week: Advertising News - Industry backs Euro ruling

UK television companies have applauded the European Parliament's relaxation of product placement rules, which will allow broadcasters to introduce product placement into TV programmes.

The ban on product placement in children's TV and news programming will remain in place. Tess Alps, the chief executive of Thinkbox, said: "We welcome this liberalisation. Broadcasters should have the freedom to decide what level of placement they find acceptable."

According to the European Parliament, the new ruling will only allow product placement in "a limited range of programmes" and "only under strict rules". Ministers for media in the member states must still approve the European Parliament's ruling before it can take effect in individual countries.