Telly fans desperate to look like their small screen idols can now buy what they see in shows with just a few clicks of their remote.
ITV is launching Britain’s first “shoppable” programmes, starting with hit series Love Island.
Fans who opt-in to the service can buy the beauty products which the contestants are wearing from high street chain Boots.
They get pop-up ads and simply click to order items. Now the broadcaster is planning to roll the money-making idea out to other shows.
Paul Ridsdale, ITV’s acting chief marketing officer, said: “Shoppable TV is a wonderful innovation to allow ITV viewers to be able to shop directly from their TVs, filling a real gap currently in the market.
“We know ITV viewers enjoy being able to purchase items featured in our programmes and this makes doing that easier than ever before.”
The technology is initially only available to viewers who have internet-connected TVs made by LG.
ITV bosses insists the new option complies with strict rules around product placement in programmes.
They also made it clear viewers have to opt-in to see the adverts.
A spokeswoman added that Love Island contestants would not be paid based on product sales.
Shoppable TV programmes are already massive in the US.
Do you have a story to sell? Get in touch with us at webcelebs@trinitymirror.com or call us direct 0207 29 33033.
