Burnham opposes product placement

The government looks set to clash with commercial broadcasters and the marketing industry after culture secretary Andy Burnham spoke out against product placement on TV.

"Here and now I do want to signal that I think that there are some lines that we should not cross, one of which is that you can buy the space between the programmes on commercial channels, but not the space within them," he told a seminar this week.

"British programming has an integrity that is revered around the world and I do not think we should put that hard-won reputation up for sale."

Broadcasters - particularly ITV - had identified product placement as a potential new source of income.

The UK's ban is being reviewed in response to the European Union's Audiovisual Media Services directive. The Department for Culture, Media and Sport is expected to consult broadcasters and the marketing industry over the summer.