ITV reprimanded for QualitySolicitors plug
ITV show This Morning has been told it breached the broadcasting code after guest Amanda Holden plugged Leicester-based QualitySolicitors.
Regulator Ofcom found the television broadcaster to be at fault after actress Amanda Holden told presenters: "I'm part of this new campaign as well that I wanted to come and talk to you about.
"It's called QualitySolicitors. Basically, if you need a solicitor you can walk into WHSmith.
"It's on the high street now. There are 100 WHSmiths in the country and there is a list that's now recommended by the public, for the public, of solicitors who are kosher, who are not going to rip you off and who can help you and it's completely free. You get advice free."
Under the broadcasting code, products and services must not be given "undue promotion" to protect viewers from covert advertising.
Ofcom ruled that Holden did plug the firm through the interview, adding that one of the show's presenters also seemed to back the endorsement.
Holden appeared on the show in August to discuss her role in the West End musical Shrek.
QualitySolicitors was set up in Leicester in response to changes to the Legal Service Act which came into play on 1 October.
On this date, the legal market was deregulated, allowing organisations including banks and supermarkets to offer legal advice for the first time.
