From now on, British television channels will be required to supply all programs that carry additional advertising meaning with a special badge that was developed by the telecommunications regulator Ofcom.
At the beginning of any program that contains hidden advertising, a simple white letter "P" in a black frame (short for "product-placement"). The color scheme may change, depending on the background, to maintain readability. Also, the logo will appear after traditional commercial breaks and at the moment of demonstration of the advertised brand.
On February 28, a law providing for the legality of hidden advertising comes into force in Britain. Thus, from now on, advertising of almost any brand can legally appear in any TV show, excluding news, children's and religious programs. Advertising of tobacco and alcohol products, certain types of food products and medicines is prohibited.