A fashion expert on ITV's Lorraine has come under fire for plugging clothes from a shop he works for, it was revealed on Wednesday, sparking investigations into the channel's other presenters and possible product placement.
Lorraine's fashion guru Mark Heyes was given a warning after he promoted clothes from Debenhams while being paid as the store's brand ambassador.
This Morning's Holly Willoughby and TV chef Gino D'Campo have also reportedly been warned over plugging brands they are associated with.
ITV were previously accused of product placement in 2011, when hit reality show the X Factor was investigated by Ofcom after receiving complaints that judge Tulisa Contostavlos was promoting her brand of perfume on the show.
Contostavlos made a signature gesture at the start of each show, which highlighted a tattoo on her right arm featuring the words, The Female Boss. The Female Boss is the former N-Dubz star's fragrance.
But is what these stars are doing really any different from the actors, musicians and writers who appear on TV chat shows to promote their latest films, TV shows, records or books?
Clips from their films or records are often shown and there's little chance of getting any A-list star to do a TV or radio interview unless they have something to promote.
Product placement has been around for decades. In 1927, Wings became one of the first famous silent films to feature product placement, with a plug for Hershey's chocolate, and went on to win the first ever Academy Award for Best Picture.
The James Bond film franchise also uses product placement. 1995's Golden Eye was the focus of a highly successful BMW campaign, which promoted the automaker's new Z3 model. Sales of the Z3 surged as film claimed the top spot at the box office.
More recently, pop star Lady Gaga seemed to promote around nine products in her video Telephone - watch it below - there are flashes of Heartbeats earphones, Virgin Mobile, Diet Coke, HP Envy 'Beats Limited Editon' laptop from Monster, Plenty Of Fish dating site, Chevrolet, Polaroid, Wonderbread and even a Miracle Whip.
Gaga would have been paid for slipping these brands into her video, just like Sarah Jessica Parker's Carrie Bradshaw with her trusty Mac and Manalos. So perhaps ITV's real problem with Mark Heyes plugging Debenham's clothing on Lorraine is that they just haven't found a way to monetise it?
In the words of Don Draper perhaps "It wasn't a lie, it was ineptitude with insufficient cover."