Product placement - UK ban set to be lifted

In a dramatic U-turn, the Government announced last week that it will shortly consult again on the issue of product placement. Speaking at the Royal Television Society's Cambridge Convention, Secretary of State for Culture, Media and Sport, Ben Bradshaw, gave new hope to advertisers and struggling commercial broadcasters alike - perhaps paving the way for Guinness on tap at the Rovers Return and Simon Cowell sipping Coca-Cola on the X-Factor.

The Audio-Visual Media Services Directive (AVMS Directive) 2007/65/EC, gives member states the option to allow paid-for product placement on television. The Government had previously announced it would refuse to exercise this option here in the UK, citing the preservation of editorial integrity as its priority.

Read Wragge & Co's analysis for more on what this change in policy could mean.