New law means more commercials, product placements in programming and more money for the TV channels.

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Swedes will be exposed to more commercials on TV after a new law will do away with a requirement that TV channels in Sweden have at least 20 minutes of programming in between commercial breaks, Swedish Radio said Monday.

It will also allow product placements in programming, which has not previously been allowed in the country.

That means more commercials and more money, said Peter Lindström in an interview with Swedish Radio.

The new law, which goes into effect in August, gives Swedish channels the same rules as in other EU countries. The new rules also loosen restrictions on sponsporships.