Brussels confirms intent on product placement

摘要

The European Commission is moving fast towards accepting the controversial practice of product placement on television programmes, as part of a wider liberalisation of advertising rules. The changes are being called for by broadcasters and advertisers against a background of changing patterns of television consumption as a result of PVRs and on-demand services. Viviane Reding, European commissioner for information society and media, said last week: "The increasing sense of responsibility of the industry could in my view lead to deregulation in the field of advertising."