Seeing your favourite TV characters enjoying a packet of Walkers Crisps or drinking a diet Coke rather than the ubiquitous ‘fizzy pop’ will soon be part of regular marketing campaigns. The UK ban on Product Placement has now been lifted giving companies a whole new platform to showcase their products.

David Charlesworth, head of sponsorship, placement and funded content at Channel 4, said: “The overall message from our viewers is that they actively welcome Product Placement while trusting us to make it work for both them and advertisers”.

SPA Future Thinking carried out a study for Channel 4 to see what viewers thought about seeing branded goods appearing in their favourite TV shows and monitoring their reactions to it. Using sixteen groups between the ages of 16 and 44 they reported positive reactions to the new form of advertising with viewers finding the reality of the products enhanced the programmes and could potentially be less intrusive than advertising breaks. Where the products were integrated seamlessly dramas were perceived to be more realistic.

The audiences hoped that the revenue generated from Product Placement would help improve the quality of the shows but warned against too much emphasis on any one brand as this would detract from the realism of the shows.

Jon Priest, CEO at SPA Future Thinking, said: ‘Viewers aren’t naive and they recognise that they’ve been exposed to product placement since the early 90s in American shows and films. What’s interesting is that they see product placement as a natural progression from traditional advertising. They feel it’s already happening and are unfazed by it.’

Product Placement will be permitted a range of programmes including dramas, soaps and entertainment as well as in sports programmes. The ban will remain on news and children’s programmes. Current and consumer affairs will also not carry Product Placement nor will any be allowed in religious programmes.