Lord Alan Sugar issues 'watch out' warning to ITV fans over £5 fee and asks Ofcom to 'investigate'

Lord Alan Sugar issues 'watch out' warning to ITV fans over £5 fee and asks Ofcom to 'investigate' The Apprentice star lavished praised on the ITV show he watched on Wednesday - but hit out at what he calls a 'sneaky' policy on its premium £5 per month service Apprentice star Lord Alan Sugar warned ITV fans to ‘watch out’ over a ‘sneaky' practice on its £5 streaming services, and asked regulators to investigate. The businessman, best known for hosting long running BBC reality show The Apprentice and owning Tottenham Hotspur for a decade, wants to see a probe into how ITV advertises on its premium streaming service, ITVX. Lord Sugar — officially titled Baron Sugar of Clapton — took to social media to voice his frustration at an ITVX policy on Wednesday (July 21). He posted on X: “Watch out. I subscribed to ITVX, agreed to pay £5 a month, [to] not see adverts. “However their claim is very sneaky, instead of interrupting programmes with third party commercial adverts. They interrupt with promos of their own programmes. I think Ofcom should investigate.” ITV has responded to the warning from Lord Sugar, pointing out ‘licensing restrictions mean we’re required to show promos’. The company responded to Lord Sugar’s post on X a few hours later, posting: “Hi Lord Sugar! To bring you the best content, licensing restrictions mean we’re required to show promos on a small number of programmes on ITVX Premium, though standard ads are removed. “It's in our terms and conditions but we know it can be frustrating. Please direct message us if you'd like to chat further.” ITVX launched in 2022, and was recently purchased by Sky in a huge, £1.6bn deal that saw the broadcaster snap up Britain’s oldest commercial TV company’s broadcasting and streaming divisions. It is not clear if Ofcom will intervene after the exchange. Even though Lord Sugar was fulsome in his praise of the ITV programme he was watching on Wednesday, he reiterated his complaint hours later. He said in another post on X: “Excellent series on ITV. The Twisted [Tale] of Amanda Knox. Superb acting by Grace Van Patten. The story [has] been dramatised for TV. It follows real events.” He added: ”Good binge watch on ITVX, but adverts and promos will drive you nuts. Even if you pay the £5 a month.”