The media regulator has published key points made by stakeholders in response to its consultation over the controlled introduction of product placement in the UK, which is currently prohibited under European law.
However, the proposed changes to rules were met with some opposition from consumer and viewer organisations.
In the event that product placement be allowed, respondents said that viewers should be made aware that products were deliberately being placed in programmes.
They added that product placement should be excluded from news and current affairs programming, that tobacco should not be placed and that TV writers and artists should have the right to refuse to endorse certain products.
Product placement is the inclusion of or reference to a product or service within a programme in return for payment. It is prohibited under the European Commission's Television Without Frontiers directive.
However, the commission has proposed to relax rules governing TV advertising. Ofcom's consultation process kicked off in December last year.
Earlier this year consumer rights body the National Consumer Council wrote to media regulator Ofcom objecting to any relaxation of laws governing product placement in UK TV.
It said there was little evidence that it will pay dividends for broadcasters or advertisers, and is urging Ofcom not to proceed even with limited product placement.
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