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Ofcom also upheld a complaint about ITV's regional news programme 'Meridian Tonight', which was censured for featuring a four-minute piece on Virgin Atlantic's new flights to Dubai and the growing popularity of the destination, alongside a viewer competition to win a holiday to the destination through the airline.

Channel 4 was found to be in breach of rules 9.5 and 9.6 of the broadcasting code, for the amount of Pepsi-branded content during its 'Pepsi Max World Challenge'.

The programme featured 12 amateur footballers drinking Pepsi during interviews, and appearances from Thierry Henry, David Beckham and Ronaldinho -- footballers with ad contracts for the soft drink manufacturer.

The complainants questioned the editorial influence of Pepsi on the programme, which also contained the drinks giant's logo in the title sequences, on the player's kit, and a Pepsi poster design competition.

Channel 4 insisted it kept Pepsi-branded content to a minimum, citing that the programme was an international sporting event, and covered by a different set of rules.

Ofcom rejected Channel 4's statement, arguing the programme "went beyond simply covering the challenges", by containing extensive footage of the programme's sponsor.

The adjudication said: "The level of the sponsor's branding present within the series therefore exceeded that which would naturally result from broadcasting coverage of an event. Because the series was funded by Pepsi, the branding present appeared to be deliberately placed and not incidental."

ITV was also rapped for including an extensive feature on holidays to Dubai and Virgin Atlantic's new service to the Middle Eastern resort.

Under Ofcom regulations, products and services must not be promoted nor be given undue prominence within broadcast material.

Ofcom's adjudication said: "The treatment of Virgin Atlantic created the impression that Virgin Atlantic's plans for a new service were being promoted rather than reported on.

"While it may be legitimate to include Virgin Atlantic in a news story, this was compromised by its inclusion in a piece of this nature."

ITV Meridian accepted the decision, and conceded that it devoted too much time to the feature.

Finally, 'Friday Night with Jonathan Ross' escaped censure for Ross's frank interview with Tory leader David Cameron, in which he asked whether Cameron had had sexual fantasies about former Prime Minister Baroness Margaret Thatcher.

The episode, which attracted 251 complaints, was not deemed to be offensive by the watchdog because Cameron and Thatcher had not personally complained about the material. "We are therefore not able to consider complaints made by members of the public that the interview was unfair to David Cameron or Baroness Thatcher," Ofcom said.

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