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Most notable is Sainsbury's decision to cast Ant & Dec in cameo roles, alongside Jamie Oliver, in its Christmas campaign.

The Advertising Standard Association's Broadcast Committee of Advertising Practice (BCAP) codes point out that in order to maintain a distinction between programmes and advertisements, ads that feature a personality or performer who takes a leading role in a programme must not be scheduled in or around that programme. Ant & Dec are, of course, the host of I'm a Celebrity....Get Me Out of Here!, which is stripped throughout ITV1's schedule in peak for an entire month in the run up to Christmas.

The popular appeal of I'm A Celeb shows no sign of abating with audiences reaching 7.6m on Sunday's show beating BBC1's drama Survivors.

X Factor is similarly out of bounds for Kit Kat Senses, which features the band Girls Aloud in its ads, because one of its members - Cheryl Cole - is a judge. Similarly Nintendo too has found some of its ads precluded from some coverage of the reality series as one of the hosts of the hit ITV show is a presenter. The show on Saturday had a peak audience of 12.2m.