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Media regulator Ofcom has hit out at Channel 4’s Big Brother for the second time in a fortnight after the reality show’s sponsorship idents were found to break regulations.

Ofcom acted after receiving complaints phone giant BT into the sponsor’s strapline “Free Talk on Talk Talk”, which BT claimed was a direct reference to a benefit of the sponsor’s service, a reference outlawed under current regulations.

Channel 4 said the intention of the Carphone Warehouse credits was to “reflect the link between the programme and the sponsor”.

However, Ofcom said the issue had indeed breached sponsorship guidelines and was “unlikely to be seen as a reference to the freedom to talk openly”, as Channel 4 claimed.

Two weeks ago Ofcom slammed Channel 4 and the Big Brother producers for failing to act quickly after a fight broke out among the housemates during the controversial fifth series of the reality television show.

Mediaweek