TV firms seek European ads

British viewers could soon be seeing more daring European-style commercials on television.

LWT and Carlton have launched a campaign to attract European advertisers to the two London stations. Sex is used to sell products on a larger scale on the Continent than in Britain, where there are stricter rules.

Linda Smith, Carlton's business development manager, said: 'This may result in advertising standards becoming more relaxed. But we have to be careful we don't go to the other extreme, like the French. Seven out of 10 of their ads have a naked person advertising the product and it's totally unnecessary.'