The Guardian is reporting that culture secretary Ben Bradshaw will make product placement a reality on British television screens, but with greater restrictions than first proposed.

After a public consultation earlier this winter, which in turn led to health secretary Andy Burnham and environmental secretary Hilary Benn’s lobbying against certain aspects of the culture secretary’s proposal, Bradshaw is expected to agree to prohibit brands or manufacturers of alcohol, HFSS (High in Fat, Sugar or Salt) food, gambling, smoking accessories, over-the-counter medicine and baby food of paying for their products to appear in programmes.

These restrictions expected to be imposed by the government extend further than those currently in place in advertising industry codes and British and European laws for print and broadcast media.

This will come as a blow to commercial broadcasters, who were hoping to see a notable increase in profits. However, organisations such as the British Medical Association and the Children’s Food Campaign, who vocally opposed the possibility of the inclusion of these controversial products, will support the move.

Directors UK submitted a response to the Consultation on Product Placement on Television in January. To read our submission, please click here.