It is legal to supply props, products and services to UK productions free of charge when editorially correct.

Paid for product placement is not allowed on UK produced television programmes. In the USA this activity would be called brand integration.

The meaning of “product placement” is the inclusion of, or a reference to, a product or service within a programme in return for payment or other valuable consideration to the programme maker or broadcaster.

These are not considered to be product placement:

References to products or services acquired at no, or less than full, cost, where their inclusion within the programme is justified editorially. On television, a brief, basic text acknowledgement of the provider of these products or services may be included within the end credits of the programme. This is permitted only where the identity of the product is not otherwise apparent from the programme itself.

A public service broadcaster regulated by the BBC Trust. BBC productions adhere to BBC Editorial Guidelines.

We must ensure the use of, or reference to, branded products, services or organisations in our drama, comedy and entertainment programmes are clearly editorially justified and that a wide range are used over time to avoid undue prominence...

We must ensure that when props are accepted free or at a reduced cost there is a clear editorial justification. We must also use a range of brands and keep accurate records of the details of such arrangements.”