Product placement is to be allowed on British TV shows, in a move due to be announced next week.The previous Culture Secretary, Andy Burnham, had rejected calls for product placement.
Independent broadcasters will be allowed to take payments for displaying commercial products during shows.
The change is intended to bring in extra funds for commercial broadcasters. Experts believe it could raise up to £100m a year.
There are currently strict rules against product placement and this ban would remain in place on BBC shows.
Culture Secretary Ben Bradshaw is expected to announce a three-month consultation on the changes in a speech to the Royal Television Society next week.
Update: The lifting of the ban has not yet been confirmed, reports The Telegraph.
Mr Bradshaw announced a three-month consultation period over proposals to lift a ban on allowing broadcasters to take payments for displaying branded products during shows – but restrictions are expected to remain in force for children's television and BBC programmes.
He told the Royal Television Society Convention: "We'll consult on this shortly and would hope to have any change in place in the New Year."