Hollyoaks breached Ofcom rules over promotion of fintech app in one episode

Hollyoaks has fallen foul of two Ofcom regulations following its promotion of a financial technology application within the programme, the watchdog has determined. An instalment of the Channel 4 drama came under scrutiny after ClearScore, the show's sponsor, received both spoken and visual mentions during the broadcast.

The broadcasting authority concluded that the product integration violated two separate guidelines - firstly Rule 9.10 concerning excessive prominence, which stipulates that "references to placed products, services and trade marks must not be unduly prominent".

The second infringement involved Rule 9.9 regarding promotional content, which declares that "references to placed products, services and trade marks must not be promotional".

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The controversial product placement featured in the February 18 episode, where Kieron Richardson's character Ste Hay discussed the application with his son Lucas Hay, portrayed by Oscar Curtis, whilst considering purchasing a laptop.

Viewers witnessed Ste retrieving his mobile device, displaying the ClearScore application prominently on screen whilst demonstrating its various features and capabilities before telling Lucas: "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 continued: "I really want you to make a go of this, Lucas – (gesturing to the ClearScore app on his phone) and these guys are going to help me make it happen."

The report revealed that the broadcaster acknowledged the references were made due to a product placement agreement, separate from an arrangement with the company sponsoring the soap.

Channel 4 informed the regulator that the references were editorially justified and clarified 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."

ClearScore had no editorial input into the storyline of the programme". Channel 4 further explained that Ste's character was central to the plot at the time, as he was attempting to rebuild his family after the death of a partner and spending a year in a coma.

The broadcaster added: "part of this storyline (was) his return to work to support his family, which (included) rebuilding his relationship with son Lucas and providing for him".

The investigation concluded that the references exceeded its editorial justifications for the storyline and became more of a "demonstration" of how to use the app rather than a passing remark. Ofcom also determined that the references were promotional as they described and demonstrated how to use the app, thereby promoting the brand.

A Channel 4 representative has acknowledged the regulator's verdict, stating: "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".

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