Gogglebox fans have hit out at a "ridiculous" and "weird" addition to the Channel 4 programme after it made its debut last night (Friday, October 3).
During the first ad break of the latest episode, contributers from beloved show were wheeled out to promote The National Lottery.
Announcing the partnership on Friday, Channel 4 said the show will now see some "fan-favourite cast members popping up in the show's ad breaks from today, as part of a new contextual ad partnership between Channel 4 and Allwyn, The National Lottery operator."
However, when most viewers witnessed the partnership last night, many weren't best pleased.
Googlebox fans slam 'ridiculous' and 'weird' National Lottery advert
Taking to X, formerly Twitter, one Channel 4 Gogglebox fan claimed: "The Gogglebox lottery advert is ridiculous. Clearly told what to say. Makes you wonder if the rest of the show is like that."
A second peron wrote: "Channel 4 pimping out the Gogglebox lot for the lottery/lotto is weird."
Discussing their experience with the lottery, one person added: "Won £20 on the Lotto once... felt like a millionaire for about 2mins... Then realised I probably spent x100 on tickets before the win."
Some other viewers were annoyed by the percieved length of the advert, with one person penning: "Gogglebox this lotto ad just won’t end" and another writing: "The entire first advert break on Gogglebox was devoted to the cast bigging up the national lottery."
According to Channel 4, the star-led advert will run for six weeks and feature on its streaming platform All4 and its various social media pages.
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Sam Hicks, Head of Advertiser Strategy at Channel 4, said: “Gogglebox is one of Britain’s most beloved shows, and fans are always keen to see more of the cast’s reactions.
"Our partnership with Allwyn provides a perfect means for this, letting the cast react in their ever-hilarious way to the new Lotto advert.
“Channel 4’s contextual ad partnerships enable brands to build relatable connections with audiences, through original, standout content designed to entertain and align with our shows.”
Gogglebox continues on October 10 and can be watched live and on demand via Channel 4 and All4.
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