Channel 4 has had its knuckles rapped for undue product placement in Jamie Oliver’s latest cookery show Jamie At Home.
Viewers complained to Channel 4 after Jamie made several references to his Flavour Shaker and demonstrated it during the series.In one of the shows last September, he referred to it by name before spending two minutes demonstrating how to prepare an oregano oil with it. There were also a few close-up shots of the Flavour Shaker and further references to it in an episode broadcast in October.
Ofcom ruled there was "insufficient editorial justification" for how the Flavour Shaker was referred to and shown on screen, and rapped Channel 4 for failing to "ensure full editorial control over the content". Channel 4 apologised and said closer scrutiny would now be applied to acquired programming.
Nonetheless I can’t help but wonder whether Jamie plugging his own product on his own TV show should be considered “undue”.
