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‘I’m sure we’ve just broken 20 rules by doing that!’ Sam Ryder falls foul of TV regulators after sparking chaos in This Morning studio by using live interview as a sales pitch for a Christmas number one

Sam Ryder fell foul of TV regulators on Thursday after urging This Morning viewers to stream songs from his new album and give him a Christmas number one. 

The former vegan café owner turned singer-songwriter is in the midst of a festive promotional campaign following the December 9 release of his debut album, There’s Nothing But Space, Man!

And Ryder, 33, caused momentary panic amongst ITV producers after This Morning co-hosts Alison Hammond and Dermot O’Leary allowed him to address viewers directly during his latest interview. 

Awkward: Sam Ryder fell foul of TV regulators on Thursday after urging This Morning viewers to stream songs from his new album and give him a Christmas number one

Awkward: Sam Ryder fell foul of TV regulators on Thursday after urging This Morning viewers to stream songs from his new album and give him a Christmas number one

The singer – who narrowly missed out on becoming the Eurovision Song Contest’s first British winner since 1997 in May – seized the opportunity to beg for a number one after discovering he’s currently top of the UK chart. 

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‘If you’ve enjoyed anything this year you can get behind us,’ he urged viewers. ‘We’re currently number one but we’re not sitting on a couch, comfortable at number one. 

‘There’s a race going on. We can do this. We need your support. This is our shot, please help us out.’ 

Faux pas: Ryder caused momentary panic amongst ITV producers after This Morning co-hosts Alison Hammond and Dermot O'Leary allowed him to address viewers directly

Faux pas: Ryder caused momentary panic amongst ITV producers after This Morning co-hosts Alison Hammond and Dermot O’Leary allowed him to address viewers directly

Buy this now: Brandishing a vinyl copy of his new album, the singer urged fans to buy it before end of week sales are tallied in the hope of grabbing a Christmas number one

Hard at work: The former vegan café owner turned singer-songwriter is in the midst of a festive promotional campaign following the December 9 release of his debut album, There's Nothing But Space, Man!

Buy this now: Brandishing a vinyl copy of his new album, the singer urged fans to buy it before end of week sales are tallied in the hope of grabbing a Christmas number one 

Wasting no time: The singer seized the opportunity to beg for a number one after discovering he's currently top of the UK chart

Wasting no time: The singer seized the opportunity to beg for a number one after discovering he’s currently top of the UK chart 

Brandishing a vinyl copy of his new album and urging fans to buy it before end of week sales are tallied, he added: ‘Grab this album before midnight tonight. Download it on Amazon or iTunes and let’s make this happen. I love you.’ 

Aware of the potential breach of broadcasting guidelines, Dermot joked: ‘I’m sure we’ve just broken like 20 rules by doing that!’ 

‘Yes, we have, we absolutely have,’ Ryder said, before motioning to the producers’ off-camera by swiping a hand across his throat and adding: ‘I can see people going like this…’ 

Peace: Ryder posed for photographers backstage at ITV studios following his interview

Peace: Ryder posed for photographers backstage at ITV studios following his interview

Fans were equally divided by Ryder’s attempt to plug his own album for a number one spot – an apparent breach of broadcasting protocol and a potential red flag for TV and  radio regulator Ofcom.

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Taking to Twitter, one aggrieved viewer wrote: ‘ME ME ME ME ME.’ 

However many were drawn to Ryder’s upbeat personality, with one commenting: ‘I’m a pessimist but Sam Ryder’s positivity is contagious.’ 

While a second added: ‘Lots of Twitter users triggered by Sam Ryder’s positivity and optimism I see. How sad.’ 

A third wrote: ‘So glad for Sam Ryder and his success he really is a gentleman and a genuinely lovely guy hope he gets number one.’ 

Another posted: I honestly think we should have a daily national address by Sam Ryder rather than Breakfast Tv. We’d all be skipping to work and smiling from ear to ear. What a joyous guy!’ 

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