It's safe to say some of Kate Thornton's Twitter followers were unimpressed when the former X Factor presenter started tweeting ads for Weetabix:
It's the latest example of brands and celebrities awkwardly picking their way through the minefield of marketing products on Twitter and follows Channel 4's recent Dispatches documentary on the subject.
Chris Atkins who made that Channel 4 documentary told the Media Blog that at least Thornton was honest about her tweet being paid for - by using the #ad hashtag - and said the reaction of her followers showed why some other celebrities try to keep their commercial relationships hidden.
"When we were secretly filming Dynasty Media, who brokered celebrity promotional tweets, they told us many celebs didn't want to be seen to plug products on Twitter as they'd get laughed at for being seen to sell out. The reaction to the Thornton tweets show this is very much the case. But a lot of celebs can't resist the quick cash that endorsement tweets offer, which is why many mislead their fans and dress plugs up as personal opinion, in breach of ASA rules.
"There are an awful lot of dodgy tweets still doing the rounds, though I've noticed the "#ad" appearing an awful lot more since our Dispatches went out."
Thornton's tweet certainly complied with ASA guidelines and only she will know whether the money she received was worth annoying some of her followers and being associated with such a tactic.
But while Thornton waits for the cheque to clear, Twitter will inevitably have some fun: