Hollyoaks has landed itself in hot water after a scene involving Ste and Lucas Hay was found to have breached two rules by Ofcom.
The Channel 4 soap was investigated by Ofcom after ClearScore, a sponsor for the programme, was referenced both verbally and visually in an episode that aired on 18 February.
The broadcasting regulator ruled that the scene in question, which saw Ste and Lucas discuss the finance app, breached two of their rules, namely that the “programme’s content [had] clearly been distorted” with references that they found “not at all natural”.
The first breach was in regards to Rule 9.9, which states that “references to placed products, services and trade marks must not be promotional”. The second breach, for Rule 9.10, states that “references to placed products, services and trade marks must not be unduly prominent.”
The scene in question saw Ste (Kieron Richardson) mention the app to his son Lucas (Oscar Curtis). After pulling out his phone, Ste can be seen scrolling through the app, with the various features being superimposed on the screen as the characters converse.
“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!” said Ste, who then gestures to his phone while saying: “I really want you to make a go of this, Lucas. These guys are going to help me make it happen.”
According to the report, Channel 4 confirmed that the references to ClearScore were the result of a product placement agreement, which was separate from the Licensee’s arrangement with the company as the sponsor of Hollyoaks.
Furthermore, the broadcaster reasoned that the references were “editorially justified” as part of the various “sponsorship and product placement” agreements, adding that ClearScore had “no editorial input” into the storyline.
Channel 4 also said that Ste had been a “central character over many years and had one of the main storylines”, with the arc seeing the figure attempt to “rebuild his family” and “relationship” with Lucas, which would entail “providing” for his son.
Ofcom, however, ruled that the programme “went beyond” these justifications, with the scenes appearing as a “demonstration of how to use the app for the purpose of obtaining finance”. In conclusion, they said that viewers’ attention was “likely to have been distracted” away from the “editorial content of Hollyoaks”.
