HOLLYOAKS has been rapped by Ofcom after airing “shameless”; product placement that viewers slammed as blatant advertising.
The soap breached two broadcasting rules when it featured the .
The financial tech brand was name-checked in dialogue and prominently shown on screen.
Now, media regulator has upheld those concerns, ruling the segment broke guidelines around undue prominence and promotional content.
Rule 9.10 of the broadcasting code states that “references to placed products, services and trade marks must not be unduly prominent”;, while Rule 9.9 adds they “must not be promotional”;.
In the episode, Ste Hay — played by Kieron Richardson — is seen discussing the app with his son Lucas, portrayed by Oscar Curtis, as they consider buying a new laptop.
Ste pulls out his phone, opens the ClearScore app, and explains: “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 then tells Lucas: “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 regulator concluded the segment felt more like a demonstration than a natural part of the storyline — and effectively acted as a promotion for the brand.
Channel 4 admitted the app was featured as part of a product placement deal, separate to ClearScore’s existing sponsorship of the show. However, it insisted the inclusion was “editorially justified”;.
In a submission to Ofcom, the broadcaster said: “Part of the sponsorship and product placement agreements [was that] potential integrations into existing storylines were proposed to ClearScore by the programme editorial team, in consultation with the programme compliance team.”;
It also stressed: “ClearScore had no editorial input into the storyline of the programme.”;
The plot at the time revolved around Ste rebuilding his family life after losing a partner and spending a year in a coma.
Channel 4 said his return to work and efforts to reconnect with his son were central themes — with financial struggles part of the arc.
But Ofcom wasn’t convinced. It concluded that the references to ClearScore exceeded what was justified by the storyline and became promotional in nature.
A Channel 4 spokesperson responded to the ruling: “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.”;
The moment also sparked fury online, with some fans complaining over the blatant advertising.
One viewer wrote at the time: “Not the ClearScore ad in #Hollyoaks, couldn’t have been more obvious if they tried.”;
Another reacted to the scene, saying: “Ste and this ClearScore product placement is so weird.”;
Meanwhile, a third viewer shared their frustration: “Is the ClearScore advert really starting to aggravate anyone else or is it just me?”;
A spokesperson for Channel 4 said that all of the product placement on Channel 4 programming adheres to the relevant regulation, and is not connected to show budgets.
They added: “Product placement is a long established part of many TV shows, as well as content on other platforms. ClearScore is a natural fit with Hollyoaks which attracts viewers who, like the show’s beloved characters, face financial challenges in the current economic climate.”;
announced the ClearScore sponsorship last year, with the partnership going live in October.
The deal includes ClearScore idents across Hollyoaks episodes on E4, Channel 4, and streaming platforms, as well as ads on Channel 4’s channel.
The agreement, brokered by Medialab and creative agency And Rising, also includes in-show product placement as part of the licensing arrangement.
Hollyoaks has previously been known for addressing serious social issues, and the addition of product integration comes amid wider industry budget pressures.
Budget cuts at the corporation has seen the episode order slashed to just three 20 minute episodes per week and a mass cull of cast and crew.
In September, it aired a dramatic year-long time jump to explain the huge changes to the cast and relaunch the show as a three-nights a week soap.
An insider said: “There’s a worry high profile cast members may see this as an opportunity to leave the show.
“While they’re all very supportive of the soap, the reduced budget and seeing friends and colleagues leave after so many years takes its toll.”;
