The Drum Awards Festival - Official Deadline

-d -h -min -sec

Ofcom ITV

The Xtra Factor rapped for promoting Tulisa Contostavlos's perfume and Olly Murs' single


By The Drum Team, Editorial

January 23, 2012 | 2 min read

The Xtra Factor has been rapped by Ofcom for promoting host Olly Murs' single and X Factor judge Tulisa Contostavlos's perfume.

Hosts Murs and Caroline Flack chatted about the single in November, as crew members held placards stating "Dance With Me Tonight out now". The single later played in the background of the song, as well as a viewer holding a hand-written note to camera telling people to download the single.

The broadcaster said there was editorial justification for mentioning the release because of Murs' role as Xtra Factor presenter and his past as an X Factor contestant and that the scripted references to the single "were in keeping with the irreverent tone of the show".

Ofcom said: "The promotional messaging used on the placards and the extent and cumulative effect of the references more generally to the single and its release clearly promoted it, in breach of... the Code."

The programme also promoted Tulisa Contostavlos's perfume, The Female Boss, in October.

Flack told viewers: "The Female Boss came out this week, and I've been wearing it all day, by the way."

Murs responded: "I wondered why you were smelling so nice" and then told Contostavlos: "Your perfume isn't the only thing that's been catching on."

The presenters then mimicked Contostavlos's Female Boss salute, before showing photographs of viewers and celebrities doing the same.

Ofcom said the programme was in breach of broadcasting guidelines on the promotion of products, services and trademarks.

Ofcom ITV

More from Ofcom

View all


Industry insights

View all
Add your own content +