Advertisement in an end-user controlled playback environment

摘要

A method for displaying advertisements at a user unit (20) is disclosed. The method comprises receiving, at the user unit (20), at least one advertisement for an item, said at least one advertisement associated with: at least one alternative advertisement for a different item or for said item offered by a different vendor; and a replacement indication indicating whether a user of said user unit (20) is allowed to replace displaying of said at least one advertisement by displaying of said at least one alternative advertisement; and if the replacement indication indicates that the user is allowed to replace displaying of said at least one advertisement by displaying of said at least one alternative advertisement, replace displaying of said at least one advertisement by displaying said at least one alternative advertisement in accordance with a selection of the user.