HOLLYOAKS fans have blasted the Channel 4 soap for its sudden “shameless” product placements.
The drama, known for tackling gritty issues like addiction and abuse, has seemingly turned to flogging credit checks as budgest tighten.
In a scene that left loyal Hollyoaks viewers fuming, Ste Hay was caught checking his finances on an app.
The recent episode then featured a prominent product placement for credit-checking service ClearScore.
In the scene, Ste, played by Kieron Richardson, checks his finances on his phone and tells his son Lucas: “Have you seen 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.”
The moment sparked fury online, with some fans complaining over the blatant advertising.
One viewer wrote: “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, another 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.
[bc_video account_id=”5067014667001″ application_id=”” aspect_ratio=”16:9″ autoplay=”” caption=” Hollyoaks reveals Ethan’s murderer after he was pushed over a balcony on his wedding day” embed=”in-page” experience_id=”” height=”100%” language_detection=”” max_height=”360px” max_width=”640px” min_width=”0px” mute=”” padding_top=”56%” picture_in_picture=”” player_id=”default” playlist_id=”” playsinline=”” sizing=”responsive” video_id=”6366411021112″ video_ids=”” width=”640px”]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.”