"Product Placement" on Live Programmes

I just watched an 8-minutes segment of today's Loose Women via Youtube. During the segment, the panel had in front of them - and named openly several times over - Kit-Kats (I agree with Andrea, by the way), McDonalds fries, McFlurry ice-cream, custard cream biscuits and Mini-Magnum ice creams.

Apart from the unloved custard creams, the brand names of the other products were stated over and over again. Mind you, the outer wrapping had been removed from some, apart from the McDonalds fries and ice cream which were both clearly in the red packaging with the M logo.

I didn't really have a problem with it, as it was quite an entertaining segment.

I know ITV is the "commercial channel", but aren't there rules governing the naming of products within live tv shows in particular? Maybe that was the reason for having the wrapping removed. However, another reason for that could have been due to time constraints. Whether wrapped or not, the presenters continually held and named the products.

As I say, not at all concerned, just curious, as I've never seen a live show doing this quite as openly as this in the past.

If they're not being paid for it, it's not product placement. They had a segment on ice lollies the other day.

As long as it wasn’t paid for (no PP is allowed for junk food). And there wasn’t particular prominence given to particular brands and it was all in context of what they were talking about then it’s probably OK.

On some occasions the mention of the brand/product is a key part of the content. All down to context.

Of course back in the days before product placement became a thing there were still mentions of brands and whatever else on the box (with the phrase "other <whatever> are available" often shoehorned in too).