The biggest issue with product placement lies in reality television. The consumer is being led to believe that reality stars make their own decisions to go to X spa or X cocktail lounge, or drink X beverage. In many of these cases, the spas and cocktail lounges are actually paying for the episode to be shot at their locations. In a case like this, I think disclosure is 100% necessary because celebrities acting like they would make this decision on their own is very misleading. The disclosure could be as simple as the stars saying, "Thanks to XYZ spa for giving us free massages.