TV channels must must broadcast a new logo when product placement is introduced on February 28, Ofcom has announced.

The new logo must be shown for three seconds at the start and end of shows, which have been paid to include products, and will also be shown at the end of advert breaks.

Broadcasters will also air information films alerting viewers to the introduction of product placement, according to reports on BBC Online.

Although the use of product placement has now been approved for commercial channels, it will continue to be banned for BBC shows.

On commercial channels, paid-for product placement will be allowed on most films and TV shows but will be banned in children’s, news, current affairs, consumer affairs and religious programmes.

Under British legislation, tobacco, alcohol and gambling services are all banned as is food and drink that is high in fat, salt and sugar, as well as medicines and baby milk.

Ofcom has placed a further ban on products and services that cannot be advertised on TV, including escort agencies and weapons.