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Danni Minogue breaks product promotion rules on ITV’s Lorraine

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By John Glenday, Reporter

February 5, 2013 | 1 min read

ITV’s Lorraine chat show has been found to have flouted rules on the promotion of products after it gave guest star Danni Minogue a platform to promote A2 milk, product which she had been sponsored to endorse.

Minogue appeared on an 8 November edition of the programme to chat about her dieting habits, but soon turned discussion toward the milk product, patiently explaining where viewers could purchase it and describing the calcium rich drink as ‘amazing’.

Broadcasting regulator Ofcom ruled that this segment was effectively an opportunity to ‘promote and endorse’ with no references made to the fact that Minogue was in the pocket of the milk manufacturer.

The entire exchange ate up 1 minute of Minogue’s 5 min of screen time, a proportion which Ofcom described as ‘unduly prominent’.

During this time Minogue gushed that she had discovered the milk in her native Australia, saying ‘it's been a huge success there and it's coming over here’ before suggesting it could be beneficial to people intolerant of dairy products.

This prompted presenter Lorraine Kelly to remark: “Well that's great, it obviously works."

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