The Week: Advertising News - TV mulls product placement

Media companies and broadcasters have signed a code of conduct for product placement, in anticipation of a loosening of regulations.

The Government is currently consulting on a European Directive that would allow limited product placement on TV. The agreement, signed by ITV and Pact, the industry body representing media companies, would result in a logo being displayed at the beginning and end of a programme containing product placement and after ad breaks. Also, the programme's producer would gain jurisdiction over the number and frequency of product placements.