Insights
The maths is simple, but it takes the long view to see it. A breakdown of why a six-month retainer typically delivers more confirmed appearances than three transactional placements.
Read the case study●In a high-profile streaming drama, Tunnock’s Tea Cakes appeared naturally on a kitchen table during a key sequence. The placement was secured through an early pre-production conversation with the set decorator, several weeks before filming began, reflecting Larq’s long-standing representation of the Scottish brand.
14 Apr 2026A behind-the-scenes look at how Larq manages representation, from active production tracking and opportunity review to monthly capture reporting.
What’s the
difference?
In UK film and television, not every product seen on screen is the same type of placement. Some appearances are editorially chosen, some involve formal paid product placement, and some are simply props supplied to help productions create believable real-world sets.
Larq works within this landscape by representing brands to productions, supporting authentic prop use, coordinating product supply and helping brands understand where genuine on-screen opportunities may exist.
Then
Product placement usually refers to a commercial arrangement where a product, service or trademark appears in a programme in return for payment or other valuable consideration. Under Ofcom rules, it must not affect editorial independence, must not be promotional, and must not be unduly prominent.
Prop provision is different. This is where products are supplied for use as real-world set dressing or practical props, with no payment for inclusion and no control over the programme. The product must still be editorially justified and used naturally.
Larq does not sell guaranteed screen time or paid advertising. We help brands become useful, credible and production-friendly, so their products can be considered by art departments, prop teams and production buyers where there is a genuine fit.
This aligns with Ofcom’s distinction between product placement and prop placement, and its core rules around editorial independence, transparency, non-promotional use and avoiding undue prominence