ABSTRACT
Media and marketing communications integration in television and digital media includes sponsorship, ad-financed television, product placement, virtual advertising, advergames, and more. This chapter explores the range and evolution of practices by which commercial communications feature in entertainment audiovisual content. This chapter gives an account of the liberalisation of product placement rules in the European Union and examines the policy debates surrounding liberalisation in the UK in 2011 and the development of product placement since then.
