ITV said it had "fully briefed" Cilla Black before their TV interview
ITV1 show This Morning has been criticised by TV watchdog Ofcom for letting Cilla Black repeatedly plug her new business during an interview.
An Ofcom investigation found that the former Blind Date presenter referred to the psychic telephone line service "several times".
Black, 64, was being interviewed by the daily programme's regular hosts Fern Britton and Phillip Schofield.
One viewer complained that the ITV show had endorsed her new business venture.
Ofcom's broadcasting code states that products and services must not be promoted or given undue prominence in TV programmes.
The media watchdog said: "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."
Meanwhile, EastEnders has been rapped by the BBC's editorial complaints unit for screening a storyline where Max Branning, played by Jake Wood, was drugged and buried alive by his wife Tanya (Jo Joyner).
The watchdog said it had "caused upset which was neither anticipated nor intended".
Three viewers complained that the storyline was inappropriate for a pre-watershed drama series which attracts a family audience.
EastEnders' production team said the rulings would be taken into account when new storylines are written.