More than 90% of British adults do not recognise the product placement logo introduced to programmes earlier this year to warn viewers when an advertiser has paid a broadcaster to push its wares, according to research published recently. As part of the relaxation of the rules broadcasters have to show a bold "P" logo before and after TV shows that involve product placement deals. A major TV campaign was run across the main broadcasters to raise awareness of the logo and the concept of product placement.

However research from Populus has found that 75% of more than 2,000 adults surveyed did not have a clue what the "P" product placement logo stood for when shown it.

The survey found that 11% thought the symbol related to parking, 2% thought it was some sort of pay point, and 1% thought it was related to the online payment company Paypal.