We might not have known it at the time, but on February 28, 2011, Ofcom gave us Love Island as we know it.

 

That was the day when, after much debate on both sides of the argument, the regulator relaxed the rules that had previously barred product placement in British television shows. Since then, we’ve seen PG Tips mugs on Deal or No Deal, a Nationwide cash machine in Coronation Street and clunky VISA-branded payments in TOWIE – but no other programme blurs the lines between entertainment and advertising quite like ITV’s Love Island.

 

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