A new era in UK television advertising is discretely ushered onto British television screens.

The recent relaxing of broadcasting regulations in the UK has enabled Nestle to claim an advertising first within the British Isles. They are the first company to pay for product placement in the UK. They featured their Dolce Gusto home coffee system on ‘This Morning' on ITV.

The shift in regulations means that the Brisith regulatory authority is now undertaking an awareness drive to ensure that the British public are aware of the existence of product placement in their televisual viewing habits.

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