In the US, product placement is a common technique used to promote brands within broadcast and cable programmes. American Idol's deal with Coke is only one example. The benefit, for brands, is being associated with popular programmes and seen by millions of viewers.
In the UK, however, product placement has not been allowed in TV programmes, because of concerns about 'editorial independence' and quality. Now that ban is expected to be removed for independent programming (kept 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 programme integrity...or viewers may misunderstand the promotional aspects. The creator of the reality show 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."
