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Media: All about ... Ofcom's broadcast code.
Ofcom plans to review product placement later this year.
If you say 'product placement' to some people, they instantly panic, their minds having been poisoned to the concept by US shows such as The Restaurant or Seinfeld.
Some baulk at the idea of reality show contestants launching into 'unscripted' eulogies about Mitsubishi people-carriers. Others dread the day when the plot of the average UK sitcom script revolves around a famous brand of mints.
If you count yourself among this group, then cover your ears now, for Ofcom has given the clearest indication yet it plans to give ground on the issue of product placement.
Last week, the TV regulator launched its revised broadcasting codes - a simplification of the regulations it inherited from its six predecessors.
Among the new guidelines regarding sponsorship, taste and decency and impartiality was a reiteration of the existing ban on TV product placement.
However, Ofcom was at pains to show advertisers and broadcasters alike it hasn't shut the door on the idea. On the contrary, the issue will be reviewed later this year as part of the Future Funding of Programming review.
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