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 it 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.
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"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.
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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, it said that viewers' attention was "likely to have been distracted" away from the "editorial content of Hollyoaks".
Channel 4 said in a statement shared with Digital Spy: “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.”
Hollyoaks airs on Mondays-Wednesdays with its Channel 4 streaming premiere at 7am, then an E4 broadcast the same night at 7pm. Full episodes are also released on YouTube a week after their Channel 4 release.
Selected omnibus episodes are available via Prime Video.
Read more Hollyoaks spoilers on our dedicated homepage
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