Producers of The X Factor have been criticised for giving too much prominence to Tesco, which employs a contestant on the TV smash.

Mary Byrne works at the Ballyfermot store in Ireland. According to the Daily Mail, rival retailers have raised concerns over the number of references given to Tesco during segments featuring Byrne.

The supermarket has admitted sending emails to 300,000 staff reminding them of Byrne’s appearances on the show.

The row comes after Tesco this year secured an exclusive deal to sell the new X Factor magazine at 2,400 UK stores.

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