[Scarlett.]

Here's Ofcom's rules
There must be ‘editorial justification’ for a product to be placed in a programme.

That means the product must be relevant to what the programme is about. The content of programmes shouldn’t seem to be created or distorted, just to feature the placed products.

Programmes also can’t promote placed products or give them too much prominence. So there shouldn’t be any claims made about how good a placed product is, or so many references to a product that it feels like it is being promoted.

So we'll never get as bad as the US xD