Broadcasters are generally in favour of introducing American-style product placement to British TV shows but consumer groups oppose it, a report has claimed.
Product placement is popular in Hollywood films and US television shows but is currently banned across Europe.
Proposed changes to EU rules would allow branded goods to appear in shows on commercial television in return for a fee.
The UK communications regulator, Ofcom, has released the findings of its public consultation into the issue.
Broadcasters "generally favour" a controlled introduction of product placement as a way of generating extra revenue, the regulator found.
But opponents fear the demands of advertisers could threaten editorial integrity.
Respondents said tobacco and other products banned from being advertised on TV should also be banned from product placement.