Product placement's rise can be good for brand and viewer

Jake Monk Kydd

Product placement has always been a difficult art. Get it right and the rewards can be great. Get it even slightly wrong and it can go unnoticed, or even backfire.

Last June, UK culture secretary Andy Burnham suggested the British government would ignore changes in EU legislation that relaxed the rules on product placement, and would continue to reject the US model of paid-for product placement in UK television shows.

Commercial broadcasters such as ITV, which had expected to generate millions of pounds once the government had given it the expected green light, grumbled. But, for now, brands will have to carry on as normal and make do with 'coincidental' – but free – placement in commercial and non-commercial television.