With only six deals estimated since 28 February 2011 so far, British television has taken its time in taking advantage of the rules allowing product placement in drama and entertainment programs. After six months, the anticipated flood of commercials deals has yet to happen.

Debate is still ongoing about how the pricing of product placement deals, and the compartitive return on investment compared to traditional paid-for TV advertising.

As well as this uncertainty of value, other worries include broadcasters who are unsure about the rules or are worried about compliance procedures. Ofcom rules state the product placements that feature foods with a high fat, salt and sugar content are forbidden.

The product placement deals included in the six estimated to have been struck so far are Nespresso with This Morning, Tresemme shampoo in Britain's Next Top Model, XBox on Sky Living and Sky1, and Mission Foods in Mexican Food Made Simple on Channel 5.