By . Laura Topham . PUBLISHED: . 20:31 EST, 2 November 2013 . | . UPDATED: . 20:31 EST, 2 November 2013 . The X Factor has been criticised by fans for ‘shamelessly’ plugging sponsors’ products  on last Saturday’s programme. During the two-hour ITV talent show, contestants were repeatedly shown using Samsung products  – and on another occasion, a TV catch-up service from another sponsor was featured. The first sighting of an item provided by electronics giant Samsung came within minutes – when boy-band Rough Copy used what appeared to be one of its smart cameras to take pictures of themselves at a film premiere. Snap: Abi Alton's Samsung plug on the X Factor where she is shown having her picture taken on one of the South Korean company's Galaxy smartphones . Soon afterwards singers Abi Alton and Luke Friend had photos taken with the brand’s mobile phones. Other contestants were then shown using Samsung’s tablet – including Nicholas McDonald, who made a video call to his mother, and Tamera Foster, who watched a video with mentor Nicole Scherzinger. Boy-band Kingsland Road later reviewed their performance using the subscription-free TV service, YouView, from another show sponsor, TalkTalk. Fans expressed their anger on Twitter. Aisha Mohammed wrote: ‘I hate X Factor for their shameless product placement’. And Phil Holmes said he had developed a new game counting ‘how many times X Factor can shoehorn in’ Samsung products. Gadgets: Other contestants were then shown using Samsung¿s tablet, including Tamera Foster, who watched a video with mentor Nicole Scherzinger (centre) Product placement has been allowed on UK TV programmes since February 2011. But regulator Ofcom stipulates there must be ‘editorial justification’ for a product – meaning content should not seem manipulated or distorted in order to include it. An ITV spokesman said: ‘Editorial integrity is at the  heart of what we do. Product placement on The X Factor complies with all regulations.’
Samsung phones and tablets repeatedly shown on ITV talent show .
Viewers take to Twitter to complain about 'shameless' product placements .
Ofcom rules say there must be 'editorial justification' for showing products .
By . Laura Topham . PUBLISHED: . 20:31 EST, 2 November 2013 . | . UPDATED: . 20:31 EST, 2 November 2013 . The X Factor has been criticised by fans for ‘shamelessly’ plugging sponsors’ products  on last Saturday’s programme. During the two-hour ITV talent show, contestants were repeatedly shown using Samsung products  – and on another occasion, a TV catch-up service from another sponsor was featured. The first sighting of an item provided by electronics giant Samsung came within minutes – when boy-band Rough Copy used what appeared to be one of its smart cameras to take pictures of themselves at a film premiere. Snap: Abi Alton's Samsung plug on the X Factor where she is shown having her picture taken on one of the South Korean company's Galaxy smartphones . Soon afterwards singers Abi Alton and Luke Friend had photos taken with the brand’s mobile phones. Other contestants were then shown using Samsung’s tablet – including Nicholas McDonald, who made a video call to his mother, and Tamera Foster, who watched a video with mentor Nicole Scherzinger. Boy-band Kingsland Road later reviewed their performance using the subscription-free TV service, YouView, from another show sponsor, TalkTalk. Fans expressed their anger on Twitter. Aisha Mohammed wrote: ‘I hate X Factor for their shameless product placement’. And Phil Holmes said he had developed a new game counting ‘how many times X Factor can shoehorn in’ Samsung products. Gadgets: Other contestants were then shown using Samsung¿s tablet, including Tamera Foster, who watched a video with mentor Nicole Scherzinger (centre) Product placement has been allowed on UK TV programmes since February 2011. But regulator Ofcom stipulates there must be ‘editorial justification’ for a product – meaning content should not seem manipulated or distorted in order to include it. An ITV spokesman said: ‘Editorial integrity is at the  heart of what we do. Product placement on The X Factor complies with all regulations.’
the two-hour ITV talent show, contestants were repeatedly shown using Samsung products  – and on Ofcom stipulates there must be ‘editorial justification’ for a product – meaning content