Broadcasters in Ireland may be permitted to accept paid product placement in efforts to boost revenues from as early as March of next year.

Currently product placement is banned on home grown television programs. 

Proposals have been put forward for a new advertising code which would permit paid product placement in drama program including weekly soaps, comedy, reality and lifestyle shows.

The Broadcasting Authority of Ireland (BAI) will discuss the new proposals  at a meeting in February, which could see the new rules come into effect as early as March.

Michael O’Keeffe, BAI chief executive described the plans for introducing product placement as “a legitimate stream of income."