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TV product placement "a step in the right direction"

10 Feb
News that product placement will be allowed on British television is "a step in the right direction", the Advertising Association (AA) has claimed.

Ben Bradshaw, the government's culture minister, announced yesterday (February 9th) that those in marketing jobs at firms will be able to offer programme makers investment in return for giving their products a prominent position on screen.

However, certain items - such as high-fat foods, alcohol and tobacco products - will be banned.

The practice is commonplace in the film industry and a spokesman for the AA said that the move "opens the way for new revenue for broadcasters to invest in original UK programme production".

He added that the move "will benefit the public as well as the industry".

The AA said in a statement this week that it expects total advertising spend will return to growth in the third quarter of 2010, following nine successive quarters of year-on-year decline.

It predicted that July to September will bring a 2.8 per cent rise in investment.ADNFCR-2176-ID-19608322-ADNFCR
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