LONDON Culture secretary Andy Burnham has blocked the introduction of product placement in the U.K., a move described as “perverse” by commercial broadcaster ITV and “astonishing” by European commissioner for media and information Viviane Reding.
Wednesday’s decision — at least until a further review in two years time — may be challenged under law, according to ITV executive chairman Michael Grade, who is seeking to overturn the ruling via judicial review.
Burnham’s decision follows a prolonged consultation period as part of the E.U.
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