The following was noted in an article in Reuters today:
After securing a product placement deal for the U.S. edition of the television programme Who Do You Think You Are?, Shed Media (SHDP.L) hopes the government will change its stance and allow similar advertising in the UK. The arrangement with NBC and genealogy company Ancestry.com will see each episode make a limited number of mentions of Ancestry.com's research services. For its part, Ancestry.com has made a significant investment in the programme's budget -- both in terms of cash and in kind by carrying out most of the research.
