Purpose: The thesis will contribute to an understanding of how the process of product placement functions and how the new Swedish Radio and Television law has, so far, influenced the different parties involved in the product placement process. The thesis will also give an insight in how the different parties involved , handle the ethical issues around product placement and product placement with alcoholic beverages. The purpose is also to give an understanding of if and how alcoholic beverages can be exposed in television despite the new conditions that the Swedish Radio and Television law has caused. Research questions: What impact has the new Swedish Radio and Television law had on the different parties involved in the product placement process? How do the different parties involved in the product placement process reflect upon and handle the ethical issues around product placement, specifically with alcoholic beverages? How do comapnies working with alcoholic beverages manage to place their products in Swedish television within the new law regulation? Method: The primary empirical investigation is qualitative and seventeen semi-structured interviews were conducted, both by telephone and personal. There were also four focus groups made. Conclusion: The interpretation of the law is different between the parties involved in a product placement process. Even though the parties have a clearer picture of what is defined as product placement , what is allowed and not, there are still differences about how to apply the law. The different parties involved did not have any major ethical issues with product placement in general or product placement with alcoholic beverages. Companies working woth alcoholic beverages manage to show their products in television, though it is illegal to place these products. After the study, it was evident that they instead chosse to sponsor with their products in different productions. The consumer have not been affected by the new law due to their lack of knowledge about the regulations about product placement.