Have you seen Deadpool yet? There’s a scene in the movie that includes Ikea products, both on screen and in the dialogue. Ikea ends up being the butt of a joke. Even so, guaranteed plenty people who’ve seen the movie think Ikea paid to be included. They didn’t get paid, but they didn’t block the joke either.

Just because there’ a brand in the movie doesn’t mean it is product placement. It has to be paid to be product placement. The audience doesn’t know that. They can’t tell which placement was paid for and which wasn’t. Which means that to the audience every placement is a paid placement.