ITV’s X Factor is caught up in an advertising storm, after insiders blasted the official website for plugging beauty products.

The show’s website names L’Oreal as their ‘official beauty partner’ and bombard users with their ads. But more worryingly, the site airs clips showing contestants getting ready for the show, and includes numerous plugs for various L’Oreal products.

In one clip, stylist Adam De Cruz is is making up Rachel Adedeji for her performance and as he applies her make-up, he names three L’Oréal products – a lipstick, gloss and paint.

He says: “This is by L’Oréal,” before showing the products off to the camera, then Rachel, 18, gushes: “Lip poppin!”

Last night Mediawatch director Vivienne Pattison told The Daily Star: “Product placement on shows with a young audience like The X Factor is very worrying.”

And an Ofcom spokesman added: “Shows can refer people to a website as long it’s a programme- related one and its main purpose is about the show.”

Last night an X Factor spokeswoman said: “We would like to point out that we have adhered to all guidelines.’’