A Hollyoaks scene featuring soap legend Kieron Richardson has been found to have breached two Ofcom rules.
The broadcasting regulator stepped in to investigate the Channel 4 serial after product placement was used during an episode in February.
A direct reference to the credit checking company ClearScore – which was previously the show’s sponsor – was made by Kieron’s character Ste Hay.
In a conversation with his son Lucas (Oscar Curtis), he whipped out his phone and opened the app, exclaiming: ‘See this? They’ve shown me some options based on my financial situation, and it looks like I can get you that laptop for your studies!’
He was then seen to scroll through various features that the company offers, before adding: ‘I really want you to make a go of this, Lucas. These guys are going to help me make it happen.’
Product placement is allowed, though the guidelines in Rule 9.10 state that it shouldn’t be ‘unduly prominent’.
Ofcom also cited Rule 9.9, which states that ‘references to placed products, services and trade marks must not be promotional.’
Fans were quick to pick up on the references, with one writing on X: ‘The ClearScore product placement on Hollyoaks is insane. Ste was doing the most this week.’
Another added: ‘Not ANOTHER ClearScore ad.’
According to the report, Channel 4 has confirmed that the references were made in relation to a deal with the company, which was separate from their overall sponsorship.
The broadcaster also stated that the references were ‘editorially justified’ within the programme, and that ‘part of the sponsorship and product placement agreements, potential integrations into existing storylines were proposed to ClearScore by the programme editorial team, in consultation with the programme compliance team.’
They added: ‘ClearScore had no editorial input into the storyline of the programme.’
Their response went on to claim that as Ste was trying to rebuild his life after the death of his husband James Nightingale (Gregory Finnegan) and over a year spent in a coma, he was looking for ways to support his family.
In response to the outcome, a Channel 4 spokesperson said: ‘We acknowledge Ofcom’s decision and will review its findings carefully.
‘Our compliance responsibilities are of paramount importance to us and we will continue to engage with Ofcom and our partners to ensure our content remains compliant.’
