Is Product Placement Coming To a UK Soap Near You?

Super site MarketingWeek is reporting that starting in February the ban against product placement is being somewhat lifted, thus we may see our favorite UK sudsers pimping out the products like NBC's Days Of Our Lives.

"The new legislation will also ban product placement of any tobacco, alcohol, baby milk, weapons, escort agencies, medicines and gambling brands as well as any foods or drinks high in fat, salt or sugar."

I am all for product placement if it helps keep these shows on the air, but others are worried that product placement could ruin the shows? What is your take? I believe that it would only help further the realism of these shows, but you may disagree so let me know in the comments below.