Pact, the U.K. producer body, has called for a re-evaluation of the recent government ban of product placement. Says the group: ‘Relaxing the usage of product placement would inject more than £72m [$128 million] into the UK television market in the short term, while creating more opportunities for UK production companies to compete worldwide and attract overseas investment, at a time when UK broadcasters are reeling from the effects of the recession… We believe the main issue is not whether or not it should be allowed, but how it is governed, to ensure transparency and restrict it from being overtly prominent.’