The following code, which applies to all television and radio stations broadcast in Britain, was drawn up after a year of consultation by the independent television regulator, Ofcom and comes...

The following code, which applies to all television and radio stations broadcast in Britain, was drawn up after a year of consultation by the independent television regulator, Ofcom and comes into force in July.

Interestingly, not only does it embed the current 9pm watershed (the time kids shouldn't be watching from) but also looks at the possibility of programmes funded entirely by product placement and channels renamed by brand sponsors as replacements for traditional advertising.

Chris Banatvala, head of standards at Ofcom, said: "There is a limit to regulation because we cannot be in everyone's home. Parents have to take responsibility too and we still see the watershed as the most useful tool."

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