Ad rules shaken, not stirred with product placement

WE all know James Bond drinks Martini but soon we could be up on Deirdre Barlow’s preferred brand of vodka and Dot Cotton’s breakfast cereal of choice.

Normally the preserve of US films and TV programmes, product placement is about to

hit Europe after EU governments unanimously agreed to allow this type of advertising. Irish-made television shows could become vastly more profitable but more like James Bond films, which have been described as one long ad for watches, vodka and cars.