21 January 2013 7:35 AM, PST | The Guardian - TV News | See recent The Guardian - TV News news »

Simon Cowell's ITV talent show gave undue prominence to the Corinthia hotel in programme featuring finalist James Arthur

When The X Factor's James Arthur was put up in a posh London hotel along with the rest of the talent show's finalists, he was unaccustomed to its five-star luxury. "There's a phone in the toilet!" he told fellow contestant Rylan Clark.

But media regulator Ofcom has ruled the ITV programme breached programming rules by giving undue prominence to the Corinthia hotel, overlooking the Thames in central London where a suite can cost up to £3,000 a night.

Eight of the 13 finalists were shown either arriving or making themselves comfortable in the hotel in the first live programme of the last series of Simon Cowell's The X Factor, broadcast on 6 October last year.

Although ITV was not paid money to plug the hotel and its facilities as part of a product placement deal, »

- John Plunkett

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