BRUSSELS: Product placement should be allowed on UK TV to help broadcasters suffering from declining advertising revenues, according to Viviane Reding, the European commissioner for society and media.

The European Union's Audiovisual Media Services Directive effectively allows member states to ease the rules on product placement, and the UK government has launched a consultation on the issue.

The Sunday Telegraph acquired a letter from Reding to the UK's culture secretary, Andy Burnham, which argued that a continued prohibition of product placement "could have the effect of harming UK domestic producers and broadcasters without providing a consistent level of customer protection."

She further warned that an “overly restrictive approach in this area will prevent broadcasters and producers accessing important revenue sources, thereby depriving them of the means necessary to ensure diversity and quality of programmes."

Last year, Burnham said that "there are some lines that we should not cross – one of which is that you can buy the space between the programmes on commercial channels, but not the space within them."

Data sourced from; additional content by WARC staff