What are the rules (legal) on using normal every day commercial objects on TV or in movies?

I’m aware of ‘product placement’ where a company will pay the producer a fee for putting that company’s product in a film, maybe in the background, but somewhere it can be seen.

This is the opposite.

Suppose a scene in the movie is of a family eating breakfast. Do they have to get General Mills’ permission to have a box of Cheerios on the table? What about the milk jug? Do they have to get permission to show that?

Or say the movies show a car driving down a road – they pass a McDonalds, a gas station, maybe supermarket, and bunch of other retail stores. Do the producers need permission for what are basically street scenes?

Or let’s say one scene is in a person’s apartment, with a bookshelf being the backdrop. There a couple of dozen books on the shelf, with the spine title possibly legible. Do these require permission from the intellectual property owner?

Couldn’t that get to be ridiculous?