UK X-Factor rapped over 'shameless' plugs

Nicole Scherzinger. Photo / Getty Images
Nicole Scherzinger. Photo / Getty Images

The UK version of The X-Factor has been criticised by fans for "shamelessly" plugging sponsors' products on last week's programme.

During the two-hour ITV talent show, contestants were repeatedly shown using Samsung products - and on another occasion, a TV catch-up service from another sponsor was featured.

The first sighting of an item provided by electronics giant Samsung came within minutes - when boy-band Rough Copy used what appeared to be one of its smart cameras to take pictures of themselves at a film premiere.

Soon afterwards singers Abi Alton and Luke Friend had photos taken with the brand's mobile phones. Other contestants were then shown using Samsung's tablet - including Nicholas McDonald, who made a video call to his mother, and Tamera Foster, who watched a video with mentor Nicole Scherzinger.

Boy-band Kingsland Road later reviewed their performance using the subscription-free TV service, YouView, from another show sponsor, TalkTalk.

Fans expressed their anger on Twitter. Aisha Mohammed wrote: "I hate X Factor for their shameless product placement."

And Phil Holmes said he had developed a new game counting how many times X Factor can shoehorn in Samsung products. Product placement has been allowed on UK TV programmes since February 2011.

But UK regulator Ofcom stipulates there must be "editorial justification" for a product - meaning content should not seem manipulated or distorted in order to include it.

An ITV spokesman said: "Editorial integrity is at the heart of what we do. Product placement on The X Factor complies with all regulations."

- Mail On Sunday

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