LONDON: ITV, the UK's largest commercial broadcaster, has teamed with independent content producers' trade body Producers Alliance for Cinema and Television to establish a code of conduct for the potential use of [currently barrred] product placement.

One potentially controversial proposal in the code is that TV production companies be allowed to approach brand owners where they have identified appropriate opportunities for product placement in finished scripts.

It is also suggested that a logo be displayed on-screen at the start and end of a show, and after breaks, informing viewers that programmes contain product placement, thus promoting "transparency".

Emphasis would also be placed on "presence not promotion", with product placement only being used where it is appropriate to editorial content.

Argues Rupert Howell, ITV's brand and commercial managing director: "Product placement could be an innovative and important new revenue stream for ad-funded, commercial broadcasters, further enabling investment in original UK content, at a time when advertising revenues are declining."

The Department for Culture, Media and Sport is currently undertaking a review into allowing product placement, and ITV has already argued it could prove vital given declining advertising revenues.

Data sourced from; additional content by WARC staff