Due to the enforcement of advertising regulations, an indirect form of advertising known as product placement is growing in 1POPULAR. It involves using branded products in films and television programmes, and its success at selling these products is making it 2INCREASE desirable. For instance, commercials for alcohol are banned in the UK, but a scene in a film showing the hero enjoying a particular brand of whisky is not subject to 3CENSOR. Yet it is an effective way of advertising. Understandably, this has raised concerns that young children may be tempted by unsuitable products, and parents are 4POWER to prevent it. What other factors have contributed to the 5GROW of product placement? One is the 6TEND of consumers to become more 7CRITIC in their response to an advertisement if they are exposed to it over a period of time. They become tired of being urged to buy a product by a disembodied voice in a conventional commercial. Advertisers are being forced to recognise a 8SOPHISTICATED in their customers which did not exist in the past. People these days are more likely to be influenced by watching role models using a product. And if this is true of consumers in general, it is particularly applicable to the young, who are intensely aware of fashion and image but equally forceful in their rejection of authority.