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Cheryl Cole smiling, nourishes her hair behind her shoulder and gently SIPs from a bottle of Evian.

Do not last favorite British red - hair dye advert or Evian advertising either - but the misconception that long ago that product placement could look like when it arrives at the United Kingdom. Simon Cowell and Cheryl Cole drink their drink preferred on X Factor judging panel have long cited as an example.

However, the rules and restrictions governing the placement of product do not allow undue prominence.

It is after all, the United Kingdom to United States where product placement is a form of advertising long and established (signal The Truman Show).

In fact, product placement may prove to be a strategic and regulatory nightmare for UK broadcasters.

After all, what exactly is undue prominence? Bottles of Coca-Cola or Evian on the X Factor panel judging is a clear example, but when you draw the line?

One can imagine only compliance team of ITV deliberation if Katie Price new book on the shelves of Coronation Street House is too important and rose. Or questioning if a box of Heinz baked beans in the workshop of Corrie was within the framework for too long. When you draw the line in terms of food, sweet or fatty - baked beans, after all, contain a quantity of sugar just.

The placement of the United Kingdom product could have proved lucrative revenue stream. However, the long list of rules and nervousness expected on what constitutes "undue prominence" attracted different assessment predictions. Some believe that British product placement market could be worth as little as 25 million pounds per year, while others believe that he could top 100 million from ￡.

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