A ban on product placement has been lifted, allowing advertisers to pay for their goods to be seen on British TV.
Paid-for references to products and services are now permitted for the first time in shows produced in the UK, including soaps and one-off dramas.
The first product, a Nescafe coffee machine, has appeared on This Morning.
The Church of England and doctors’ leaders have opposed the move, saying it could damage trust in broadcasters and promote unhealthy lifestyles
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