Programmes online with product placement must be regulated in the same manner as TV, law firm Gateley said during a workshop in Birmingham last week.
Lisa Logan, media and entertainment partner at the firm, made the comment during an event hosted by Pact (Producers Alliance for Cinema and Television), the UK trade association nationwide.
She said: "There are many misconceptions around product placement and its regulation across broadcast platforms. It is crucial that broadcasters and brands are completely up-to-speed with how they can capitalise on the opportunities now available without it backfiring.
"The way that we consume media is ever-changing and the law needs to work quickly to keep up with it. We’re now entering an era where brands can place their products within British broadcast content − if this space is ‘up for sale’, businesses need to understand that all media that is ‘television-like’ is regulated as though it was television. There are different opportunities online and they differ from the rules governing TV."
Logan advised on the first product placement on Sky where leading dog food brand posters were added into 'A Different Breed' after filming.