Davina McCall's dual roles as host of Big Brother and the face of Garnier Nutrisse hair colourant has landed Channel 4 and L'Oreal in trouble with the advertising watchdog.
The Advertising Standards Authority has censured both organisations over McCall's appearance in a Garnier Nutrisse hair colourant ad broadcast during a Saturday edition of Big Brother.
Strict rules forbid ads featuring TV presenters being transmitted during programmes in which they appear.
The ASA acted after a viewer complained that the advert should not have appeared during Big Brother because McCall was the programme's presenter.
But Channel 4 argued it had not broken the rules and the advert had been appropriately scheduled, because McCall did not appear during the Saturday episode.
The broadcaster said the Broadcast Advertising Clearance Centre had ruled the advert was "not to be transmitted immediately before, during or after any programme featuring Davina McCall".
However, the ASA did not agree with Channel 4's interpretation of the BACC ruling.
"We noted that Davina McCall did not appear in the programme broadcast on Saturday, although her voice did feature very briefly at one point," the ASA said in its ruling.
"We also noted that she regularly appeared as a presenter on Big Brother and was closely associated with the series.
"We considered that an advertisement featuring someone who appeared regularly as a presenter in a series should not be broadcast in breaks during or adjacent to the programme in question whether or not he or she appeared in that episode."
The ruling indicates the intent of the ASA to stick to the letter of the programme code rules, despite Ofcom signalling that it would review and possibly relax rules on product placement and advertiser-funded programmes later this year.
The ASA also reprimanded a car wash company called Scrubbers for sending out a leaflet which offered "the best handjob in town".
The leaflet, which contained a cartoon of a big-breasted woman with a hose pipe, also referred to other offers, including a "personal service", an "in 'n' out and a polish off", "the quickie" and "the full monty".
One person complained to the ASA after the leaflet, which the company said was intended only for distribution to business addresses and to be put on car windscreens, was delivered to their home.
The ASA ruled that, used as a circular, the leaflet was likely to cause serious or widespread offence and was not appropriate viewing for children. It told the company not to use similar material again.
However, the company said it did not agree with the ruling, saying it had been approached by the ASA when it opened two years ago and been told that the advert was in "good spirit".
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