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Culture secretary Andy Burnham has published a consultation document on plans to regulate video-on-demand services and TV product placement.
The government is examining how to implement a European directive on audio visual media services, which brings in commons standards for the growing market of video-on-demand services and internet-based broadcasters.
The directive was designed to level the playing field between traditional TV-based broadcasts and online broadcasts, which are relatively unregulated.
It encourages member states to seek a "co-regulatory" solution run by the video-one-demand industry, with back-up powers for government or an authority such as Ofcom to intervene if necessary.
And it says that all member states must prohibit product placement - a ban which already exists for UK-made programmes.
Burnham said: "We need to ensure that traditional protections against inappropriate content and advertising standards are secured as technology advances.
"While citizens embrace the opportunities offered by massively increased choice of content, and can watch on demand on TVs, online or phones, it's right that the same standards apply.
"My instincts remain that if we were to relax the ban on product placement we would put at risk the integrity in British programming that underpins its international reputation.
"But I'm open to hearing other views.
"If, as some in the industry are saying, this is a crucial step for broadcasters, then the industry must marshal strong arguments and put forward a convincing case."
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