Last week the EC published a draft paper proposing to ditch its ban on 'surreptitious advertising'.
The EC is using the review of the Television Without Frontiers directive to relax legislation across Europe.
Ofcom is to launch a consultation seeking views on how liberalisation should be interpreted by broadcasters, advertisers and suppliers.
The announcement of the consultation coincided with Ofcom research indicating that there is viewer support for placement as long as it is 'relevant and subtle'.
This article was first published on Marketing