Product placement logo for TV shows launched
TV channels must broadcast a new logo for three seconds at the start and end of shows which have been paid to include products, Ofcom has announced.
The logo, which will also be shown at the end of advert breaks, has been launched ahead of the introduction of product placement on 28 February.
Broadcasters will also air information films alerting them to the introduction of product placement.
However, it will continue to be banned for BBC shows.
On commercial channels, paid-for product placement will be allowed on most films and TV shows but will be banned in children's, news, current affairs, consumer affairs and religious programmes.
Under British legislation, placement of tobacco and alcohol products and gambling services is banned as are food and drink that are high in fat, salt and sugar, as well as medicines and baby milk.
Ofcom has further prohibited products and services that cannot be advertised on TV, including escort agencies and weapons.