ITV1 show This Morning has been rapped by broadcasting watchdog Ofcom over an interview with Cilla Black.

Ofcom investigated following a complaint that the daytime show, presented by Fern Britton and Phillip Schofield, endorsed the former Blind Date host's new business venture, a psychic phone line service.

The broadcasting code states that products and services must not be promoted or given undue prominence in TV programmes.

ITV said it had fully briefed Black before the interview, and that it was "unfortunate" that she referred to her business venture "in a manner over and beyond that discussed prior to the programme".

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Ofcom investigated following a complaint that the daytime show endorsed Cilla Black's new business venture, a psychic phone line service

Following the complaint, it decided to review its pre-interview procedures with celebrity guests.

But Ofcom said it was "concerned" that Black gave out the website address of the product and that she referred to the phone line service by name several times.

It said: "One of the fundamental principles of European broadcasting regulation is that advertising and programming (editorial content) must be kept separate.

"It is common for celebrity guests on chat shows and magazine-style programmes to refer to their latest venture. "This is often an autobiography or an artistic endeavour, e.g. a film or play, and the reference is usually relatively brief.

"Accordingly, there is often sufficient editorial justification for the reference to avoid concerns."

It added: "However, the more commercial the guest's venture and the more prominent the references to it within a programme, the greater the risk that such references may appear to be... promotional selling messages in breach (of the rules)."

Ofcom said it took account of the fact that the presenters appeared to try to move the discussion away from Black's phone line.

It said: "We also noted that the interview was prefaced with a montage of clips from Blind Date, and included conversation about psychic encounters and - to a lesser extent - other subjects, such as Cilla Black's career and personal life.

"However, we were concerned that the guest mentioned the phone line service by name several times in the course of the interview and gave out the website address.

"We also noted that one of the presenters said to camera 'This new phone line - all the information is on our website - launches today'.

"These references could reasonably have given viewers the impression that the programme was endorsing the phone line service.

"This was not consistent with the requirements of the Code."