ITV has welcomed a Government U turn on product placement. Ben Bradshaw, the culture secretary, is expected to propose this week that commercial broadcasters and TV producers will be able to receive payment to include brands in their programming. The move will bring the UK into line with Europe and the US, where product placement is already allowed.

Bradshaw's predecessor, Andy Burnham was vehemently opposed to allowing commercial messages within programming in spite of repeated pleas from broadcasters and programme makers, who are suffering the worst advertising recession for decades.The government had reiterated its opposition to product placement as recently as March.

The sudden change in policy reflects the personal convictions of Bradshaw, according to reports, and the dire drop in ad revenues for commercial broadcasters.

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