Adverts with celeb endorsements during their show

I remember reading here a long while ago that Ofcom didn't allow a celebrity endorsed advert to appear during a programme they presented. For instance, Davina McCall's shampoo adverts couldn't appear during Big Brother.

I was wondering whether this is still the case, and how far the rule stretches, since an advert for Harry Hill's new album aired during Harry Hill's TV Burp tonight which I would have thought broke the rules. ITV have also played adverts for Take That's album right after they had performed on the X Factor a week or two ago.

Has this rule been dropped, or are ITV just flouting it?

The rule was dropped a good few months ago I think and advertisers have certainly been taking full advantage.

I wondered if the rule had changed. Sky Sports golf presenter Di Stewart often pops up in the breaks advertising Titleist golf balls.

Certainly Cheryl Cole's L'Oreal adverts have appeared during X-Factor - in fact didn't the advert debut during an X-Factor ad break?

The rule also seems to have gone for sponsor bumpers.

Ian Botham and David Lloyd (and probably others I've not heard yet) are voicing the Jaguar sponsor bumpers in and out of Sky's Ashes coverage.