Hollyoaks rapped by Ofcom over ‘shameless' scenes that left fans fuming
The Channel 4 soap breached two broadcasting rules when it featured the ClearScore app during a February 18 episode.
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The financial tech brand was name-checked in dialogue and prominently shown on screen.
Now, media regulator Ofcom 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.'
Hollyoaks reveals Ethan's murderer after he was pushed over a balcony on his wedding day
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.
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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.'
Channel 4 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 YouTube 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."
From Hollyoaks to Hollywood
James Corden played a caretaker in the early days of the soap.
The former American TV host doesn't have much positive to say about his time on the soap, claiming it was "hell on earth."
Since his short-lived time on the show he has gone on to bigger things including smash hit comedy Gavin and Stacey.
Rachel Shenton joined the soap as aspiring glamour model Mitzeee Minniver in 2010.
Over two years her character was sent to prison, got pregnant and had a number of romantic affairs.
Since leaving Hollyoaks she has won an Oscar for best live action short film, The Silent Child.
Rachel has also starred in White Gold and All Creatures Great and Small
Emmett J. Scanlan played gangster turned anti-hero Brendan Brady.
Emmett played the love interest of Steve Hayes, with their romance delighting fans until it turned violent.
Since his departure Emmett has appeared in Peaky Blinders, The Fall, Gangs of London and even appeared in Guardians of the Galaxy
Emma Rigby joined Hollyoaks when she was 15 as Hannah Ahsworth.
Hannah's eating disorder storyline was the first of it's kind on TV while other plots included being caught in a fire, gangland drug dealing and running away.
Since leaving the soap in 2010 Emma has gone on to star in ABCs Once Upon a Time in Wonderland as the Red Queen. Other roles include guest appearances in Death In Paradise, Ripper Street and Fresh Meat
Nico Mirallegro got his big break with Hollyoaks starring as emo Barry 'Newt' Newton.
Nico's main storyline in the soap was developing schizophrenia which culminated in a suicide pact.
He left the soap in 2010 and went on to star in My Mad Fat Diary, Our Girl, Rillington Place, The Ark and Common, Penance, as well as the Mike Leigh movie Peterloo and was nominated for a Bafta for his role in period drama The Village.
Ricky Whittle used Hollyoaks as a stepping stone to break America.
He played one of the soap's resident hunks, Calvin Valentine, from 2006 to 2011 - when he was killed off at his wedding.
After leaving the soap Ricky cracked America starring in teen drama The 100 and America Gods.
He also appeared in Strictly Come Dancing in 2009.
Warren Brown joined Hollyoaks in 2005 for a year as evil Andy Holt.
His stint on the show consisted of date rape storylines and a crime spree, before eventually being killed off.
After leaving Hollyoaks, Warren became a big hitter in TV playing DS Justin Ripley in Luther, as well as major roles in a number of dramas including Liar, The Responder, Homefront and Good Cop.
Wallis Day played Holly Cunningham in the soap for years before leaving.
In 2021 Wallis won the role of Batwoman in DC's series, taking over from Ruby Rose.
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