Product placement is banned in many EU states at the moment. But these new rules will allow them to legalise it. Makers of fictional programming, like drama, soaps, light entertainment, will soon be able to make money from including products or services or references to them in their content.
There are some exceptions; it still won't be allowed in news, documentaries and children's programming and there are conditions too. It mustn't be too obvious, though of course that definition is subjective and could change over time, and viewers must also be told when it's happening, but not, interestingly, which products out of the many on show are being paid for.
Consumer organisations across Europe oppose the introduction of product placement, saying it would undermine trust in broadcasters. But many independent programme makers who are getting less and less money from regular advertising say the extra money will be helpful to bolster their budgets. EU lawmakers agreed with them. Member states have to pass all this into their own law by the end of 2009.
