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The British Medical Association has slammed the government's proposal to permit product placement on TV as "blurring the distinction between advertising and editorial".
In September, culture secretary Ben Bradshaw suggested a relaxation of the rules around product placement to boost the fortunes of commercial broadcasters struggling to cope with the decline in advertising revenues.
However, the BMA said that the plan, which could generate around £140m a year in additional revenue for the industry, would also reduce protection for children from "harmful marketing influences".
In its submission to a Department for Culture, Media and Sport consultation on the issue, the organisation claimed that the proposal would have a negative impact on public health, reports The Guardian.
"The BMA is deeply concerned about the decision to allow any form of product placement in relation to alcohol, gambling and foods high in fat, sugar or salt as this will reduce the protection of young people from harmful marketing influences and adversely impact on public health," said the submission.
"By its nature, product placement allows marketing to be integrated into programmes, blurring the distinction between advertising and editorial, and is not always recognisable. Studies show that children are particularly susceptible to embedded brand messages and these operate at a subconscious level."
Last month, the Church of England also confirmed its opposition to the product placement proposal on grounds that it would ebb away the trust between audience and broadcaster.
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