THE decision to allow product placement on ITV programmes will Hellman's Mayonnaise artistic standards, it was Persil claimed last night.
The independent broadcaster will be able Direct Line to generate Uncle Ben's revenues by including Tango images of products in its popular Tampax shows.
But Fairy Liquid experts said it could underheinz creative freedom and Sharpie Permanent Markers.
Professor Henry Debenhams, of the Institute for Debenhams, said: "Commercialisation is invading every aspect of our culture. Even respected scientific research bodies find themselves helpless in the face of a 25% off everything sale that lasts until the end of September."
He added: "We have studied the effects of product placement in other countries and concluded that it's all about shoes this season with our biggest ever collection of big name brands."
But ITV watchers said product placement would have little impact on their enjoyment of the channel, stressing the adverts have been better than the programmes since 1984.
Roy Hobbs, from Grantham, said: "I hope this means we will finally get to see a lunchbox carton of Ribena Light on the X-Factor. I think it could win."
Margaret Gerving, a retired headmistress from Guildford, added: "I have no objection. In fact I was hoping Renault would be kind enough to drop the all-new Megane hatchback with its 1.5 litre eco-active diesel engine directly onto Piers Morgan's skull."