Product placement will be allowed on television in the UK from February 2011, Ofcom has confirmed.

The media regulator has said that its new rules will allow broadcasters to “access new sources of revenue, whilst providing protection for audiences.”

Coming into force on February 28, the new guidelines mean that broadcasters will need to tell viewers when programmes contain product placement by using an on-screen logo for at least three seconds.

The logo will need to be shown at the start and end of programmes using product placement.

Product placements will not be allowed in news broadcasts or children’s programmes, as well as current affairs shows produced in the UK.

Alcohol and tobacco product placement is not permitted. Restrictions also apply to gambling, medicines, baby milk and foods high in sugar or salt.

The new rules will also disallow the advertisement of escort agencies and weapons.