Back in December 2010, Ofcom published its Broadcasting Code Review Statements on:
1. Product placement and other commercial references in TV programming; and
2. paid-for references to brands and products in radio programming.
The new rules for paid-for references to brands and products in radio programming took immediate effect on 20 December 2010 and were incorporated into the new Broadcasting Code.
The new rules for product placement and revised rules for other commercial references in TV programming were issued but do not come into force until Monday 28 February 2011. These rules will lift the prohibition on product placement but the Broadcasting Code will still contain a number of restrictions including the types of programmes where placement will not be allowed, and what products can be placed.
Until 28 February 2011, broadcasters must continue to comply with the existing rules set out in the Broadcasting Code. Therefore, product placement in UK-programmes will not take place until the new rules come into force.
