In response to the provisions of the Audiovisual Media Services Directive permitting product placement in broadcasts in the EU in certain circumstances1, the United Kingdom government implemented new legislation regarding product placement in television and on-demand services2. 'Product placement', in relation to a programme3 included in a television programme service, means the inclusion in a programme of, or of a reference to, a product, service or trade mark where the inclusion is for a commercial purpose, is in return for the making of any payment, or the giving of other valuable consideration, to any relevant provider4 or any person
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