Channel 4 has been censured after Countdown host Nick Hewer gave a lengthy plug for the Ideal Home Show that broke Ofcom’s rules about giving undue prominence to products and services.
Hewer, who took over fronting Countdown in 2012, opened an episode of the gameshow with a lengthy promotion detailing the date, location and information on stars attending the Ideal Home Show.
Later in the programme, one of the contestants, an ambassador for P&O Cruises, made a string of plugs for the cruise company and the benefits guests get onboard when they book a trip.
Ofcom received a complaint about the show and launched an investigation into whether there was a breach of rule 9.4 and 9.5 of the broadcasting code, which relate to promotion, and undue prominence, given to products and services.
Channel 4 said it had no commercial relationship with the Ideal Home Show or P&O Cruises in relation to Countdown.
The broadcaster said Countdown often includes references to current events and felt Hewer bringing up the Ideal Home Show was “purely topical to inform viewers what was happening around the country”.
Channel 4 said the comments made by the P&O brand ambassador, Mark Foster, were “not meant to be in any way promotional” for the cruise company.
The broadcaster did admit that both instances could be construed as promotional in tone and “strayed into being unduly prominent”.
The episode was removed from the All4 catch-up TV service, and also taken off the repeat schedule on its broadcast channels.
“Commercial references by the host Nick Hewer, and guest Mark Foster, were promotional and went beyond what could be justified editorially,” said a spokesman for Ofcom. “We found this programme broke broadcasting rules by promoting and giving undue prominence to products and services.”
