European ministers have agreed on new rules for television and on-demand video on the internet, allowing more advertising and "product placement".
The European Commission says the new version of the 1989 "TV Without Frontiers" directive will make the EU's audiovisual market more competitive.
Viewers will have to be informed when product placement - putting a sponsor's product in a TV show - takes place.
The practice will remain banned from children's and News
The new package also features the country-of-origin principle, meaning that broadcasters are governed by the rules of their home country, even if their programmes are transmitted in other states with different rules.