FIRST Choice may be in trouble over its sponsorship of ITV show ‘I’m a Celebrity… Get Me Out of Here!’.

Media watchdog Ofcom is considering whether it has broken rules on sponsorship and advertising by promoting its long-haul flight programme at the start and end of each episode of the show and either side of advert breaks. It could be the first time new Ofcom rules, introduced in July, are tested.

A First Choice spokeswoman admitted: “There have been a lot of conversations between Ofcom, ITV and First Choice. The regulations are new and there has been confusion over compliance. The ITV legal team had to approve the idents’ content before use.”