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20 December 2010
Last updated at 07:03 ET
Product placement is to be allowed on British TV programmes for the first time from next year, Ofcom has ruled.
From 28 February, paid-for references to products and services will be permitted in shows including soaps and one-off dramas.
But restrictions will remain on children's and religious programming and news and current affairs.
The rules for radio change on 20 December 2010, with commercial references allowed during shows.
The changes reflect new UK legislation, following the government's decision earlier this year to allow product placement in UK TV programmes, as a result of changes to European broadcasting legislation.
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From 28 February, paid-for references to products and services will be permitted in shows including soaps and one-off dramas.
But restrictions will remain on children's and religious programming and news and current affairs.
The rules for radio change on 20 December 2010, with commercial references allowed during shows.
The changes reflect new UK legislation, following the government's decision earlier this year to allow product placement in UK TV programmes, as a result of changes to European broadcasting legislation.
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