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NestlÃ© brand Dolce Gusto will become the first brand to feature in a paid-for product placement deal on UK television when it appears on This Morning, today.

The deal, worth Â£100,000 was brokered by WPP media agency Mindshare.

An ITV spokesman confirmed: âOur first paid-for placement of a product will be placed on ITVâs This Morning on Monday 28th February. We are currently talking to clients about a number of product placement opportunities, spanning a range of programmes and channels.â?

But broadcasters are aware the product placement could cause a public backlash against them, and will be careful when bringing it in to their programming.

Mark Stevens, head of research at Vision Critical London, said: âThereâs a real lack of awareness that commercial TV will soon be carrying paid-for promotion of brands. Itâs to be expected that people will feel uncomfortable at first.â?

So, soon we can expect to see the cast of Coronation Street wearing football-style sponsors across their chests. Look out for your âCorrieâ replica shirts coming soon…