Andy Burnham, culture secretary announced that a ban place on product placement on British TV screen would continue despite the industry needing all the revenue it can get as advertising income continues to spiral downwards resulting in job cuts across the board.

Michael Grade, chairman of ITV, commented: "Given the extraordinary economic pressures ITV, and others, face, we can't let a decision like this simply go through without trying to fight it. We are considering our next steps and I am consulting my legal team as to whether we have a strong case for judicial review.

"I shall also be writing to the chief executive of Ofcom to ask what measures he intends to introduce to 'protect' viewers from those programmes and films that already contain product placement and which have been broadcast on British television for many years. The government should at least be taking a consistent position."

Meanwhile, Jeremy Hunt, shadow culture secretary, said: “This consultation was a sham process, as everyone knew Andy Burnham had made his mind up before it started.  He’s told broadcasters how they can’t raise money but not how they can.  How many of them will go bust before the Government shows leadership?”