Dannii Minogue has put the British channel ITV in hot water after she promoted a type of milk.
The UK's broadcasting watchdog, Ofcom, has criticised ITV for an interview on the morning television show, Lorraine, in which the Aussie pop star/TV presenter spoke about the benefits of A2 milk.
Minogue was being interviewed last November to talk about The Little Black Dress Diet when she made the comments.
She told how she had "discovered this milk in Australia".
"It's amazing . . . they're just special cows.
"It's out in the supermarket now."
Presenter Lorraine Kelly ended with "well, that's great, it obviously works".
The broadcaster said Kelly's comment was not meant to be an endorsement of the product but was meant to move the conversation on.
ITV said the comments were not subject to any product placement arrangement.
Ofcom has told ITV to take "further steps to ensure compliance in the area" after saying it was similar to another breach of the broadcasting code that saw This Morning guest Amanda Holden plug a group of law firms.
Ofcom said Minogue was paid to promote A2 milk, but that some of her comments gave the impression that she was making a spontaneous reference to the product.
It said it was "concerned that Dannii Minogue's comments included implicit claims that A2 milk would be beneficial for people who experience health issues after consuming regular milk".
Ofcom said that it was also concerned that Kelly's comment "inadvertently gave the impression of supporting the claims Dannii Minogue had made about A2 milk".The watchdog found the show in breach, saying that although the discussion about A2 milk lasted only around a minute, "the information conveyed and overall effect was to promote and endorse A2 milk".
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