Product placement review in summer?

The government and Ofcom are said to be planning a review of the UK ban on product placement for the summer.

The move by the Department for Culture, Media and Sport is a response to the European Union's Audiovisual Media Services directive which is currently being enacted into UK law. The legislation allows for more relaxed regulation in several areas, including advertising.

The DCMS stressed that the directive does not compel the UK to allow product placement.

"The AVMS directive allows the UK and other member states to permit product placement in certain types of programme," a spokesman told Brand Republic.

"We are not compelled to do so - it is up to each member state to decide whether to change current rulings."

Product placement rules are much more relaxed in the US and a change in Britain would create new revenue opportunities for broadcasters and producers. Tess Alps, chief executive of TV marketing group Thinkbox, said: "Clearly the UK would welcome a more level playing field."