In the UK, however, product placement was outlawed in TV programs, because of concerns about 'editorial independence' and quality. Now that ban is expected to be lifted (except for BBC programming and all kids' shows on all channels), which could lead to lots of new placement deals in UK entertainment.
Some consumer advocates on both sides of the Atlantic worry that product placement may interfere with program integrity...or be misunderstood. The creator of the UK reality program Big Brother says that product placement should be done in a transparent way, adding:
"But you have to trust the consumer. If it's overdone or tasteless, viewers will switch off."