The Italian prime minister and Mediaset owner, Silvio Berlusconi, has given his backing to plans that look to allow more product placement on Italian TV shows.
Despite the rules on product placement already being more relaxed in Italy than in many other European countries, the new plans will allow Italian TV networks to be able to generate revenue from placing branded items on all of their programmes, apart from children's shows.
Berlusconi's positive backing comes as the UK culture secretary, Andy Burnham, ruled out a relaxation in the rules in the UK, stating the need for maintaining public trust in broadcasting standards.
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