1. Product placement shall be admissible in cinematographic works, films and series made for audiovisual media services, sports programmes and entertainment programmes. Product placement shall also be admissible where, without payment agreed upon between persons, certain goods or services, such as prizes or other goods or services necessary for the production of a programme, are included in the programme. 2. Programmes that include product placement must meet all of the following requirements: 1) the content and scheduling of programmes and the editorial responsibility and independence of the media service provider may in no circumstances be influenced; 2) they may not directly encourage the purchase or rental of goods or services, in particular by making special promotional references to those goods or services; 3) they may not give undue prominence to the product in question; 4) viewers must be clearly informed of the existence of product placement. Programmes containing product placement must be appropriately identified at the start and the end of the programme and when a programme resumes after an advertising break in order to avoid any confusion on the part of the viewer. 3. The following product placement shall be prohibited in programmes: 1) tobacco products or product placement from persons whose principal activity is the manufacture or sale of tobacco products; 2) specific medical treatments or medicinal products available only on prescription in the EU Member State within whose jurisdiction the audiovisual media service provider falls. 4. Product placement in children’s programmes and news programmes shall be prohibited. *Note. Subparagraph 4 of paragraph 2 of Article 40 1 shall apply to programmes produced or commissioned by non-audiovisual media service providers or companies related thereto as of 31 December 2012. CHAPTER THREE REGULATION OF ON-DEMAND AUDIOVISUAL MEDIA SERVICES Article 402. Registration of Providers of On-demand Audiovisual Media Services Prior to commencing the provision of on-demand audiovisual media services, providers of ondemand audiovisual media services falling under the jurisdiction of the Republic of Lithuania must register with the Commission in accordance with the procedure established by it. Article 403. Protection of Minors in the Course of Provision of On-demand Audiovisual Media Services Providers of on-demand audiovisual media services must ensure in accordance with the procedure established by legal acts that on-demand audiovisual media services which might have a detrimental effect on the mental health of minors and their physical, mental or moral development are only made available in such a way that ensures that minors will not normally hear or see such on-demand audiovisual media services without control of persons responsible for the supervision or education of minors.