I see two big issues. The first one is about how well it is integrated in the show, or how "respectfully" it is done. Let's say for example... Car brands are

I see two big issues. The first one is about how well it is integrated in the show, or how "respectfully" it is done. Let's say for example... Car brands are very welcome and a must in the Fast and Furious movies. It would be pretty silly if they had fake car brands in such a movie, and the presence of real car models can excite and make the enthousiasts nerd out more about them. Overall a victory for everyone involved. But hearing how great of a family car a Volvo can be, in a movie about aliens... not so much. ------- The second is about transparency. Assuming you do not like let's say Monsanto, or Scientology and you would like to avoid works that are funded by them. Product placement is a form of guerilla marketing, noone says who they took money from. So it lacks transparency and is disgenius to the consumers. It's a bit like influencer marketing, when influencers "forget" to include the #sponsored hashtag. User ksdale has left a very nice comment on the subject.