will.i.am has come under fire by the BBC for plugging his smartphone watch live on air.
The 'Feelin' Myself' rapper could be in big trouble with producers after he used the technology-savvy accessory to receive a phone call from pal, Cheryl Cole, during 'The Voice' live final on Saturday night (05.04.14), despite the channel's strict advertising and product placement ban.
A BBC source told The Sun newspaper: "No one was more surprised than the producers when Will started talking on his watch phone. It's not something we would agree with, but it just happened."
Cheryl had called will.i.am to praise his winning act Jermain Jackman for his rendition of Miley Cyrus hit 'Wrecking Ball', and while insiders admit the Black Eyed Peas frontman had breached BBC guidelines, they insist "no one has complained".
This isn't the first time will has landed himself in hot water as he was previously banned from wearing a jacket embroidered with the words 'Go Hard Or Go Home', after fans accused him of using the apparel to plug his 2011 single 'T.H.E. (The Hardest Ever)', which featured Jennifer Lopez and Sir Mick Jagger
Meanwhile, will.i.am spoke of his latest creation when wearing his smartphone watch during a recent appearance on 'Alan Carr: Chatty Man'.
He explained: "It takes my heartbeat, my calorie burn, you can make purchases from it. I started the company and funded it and used my own money to develop it."

'Britain's Got Talent' is the world's most successful reality TV format.
The ITV talent show, which was devised by Simon Cowell in 2005, has replaced BBC One's 'Strictly Come Dancing' as the most popular talent show format in the Guinness Book of Records after it successfully launched in over 50 countries.
The most recent nations out of a list of 58 who have copied the template include Brazil, Kazakhstan and Iceland, and Simon has thanked everyone who has contributed to its success.
He said: "I am very proud that 'Got Talent' is a homegrown British show. We owe its success to a group of talented producers all over the world who have made this happen. And of course, to the amazing talent."
The media mogul first came up with the idea for the show in 2005 and it began as a pilot with comedian Paul O'Grady as host but he decided to withdraw from the project, prompting Simon to take the idea to the United States where he launched 'America's Got Talent' in 2006 prior to the introduction of 'Britain's Got Talent' in 2007.
Presenters Ant and Dec have been hosts since the first series, while Amanda Holden has been a consistent member of the judging panel alongside a number of other stars including Michael McIntyre, David Hasselhoff and Kelly Brook.
'Little Britain' comedian David Walliams and Alesha Dixon joined in 2012 and will appear on the panel with Amanda and Simon for the new series which kicks off on Saturday (12.04.14).

The 'Game of Thrones' writers prank the cast by killing them off in fake scripts.
Actress Sophie Turner - who plays Sansa Stark in the hit fantasy drama - has revealed the show's scribes often give the actors joke scripts, leading them to believe they have been axed.
'Game of Thrones' is known for its high cast turnover as the deadly storylines often lead to popular characters meeting their maker.
Sophie explained: "The scriptwriters play tricks on the cast. They wrote a script where Kit [Harington, who plays Jon Snow] got killed off and he was really paranoid about it. But it was a fake."
Jokes and pranks aside, the 18-year-old actress admits that she found it hard growing up on set after joining the series at the tender age of 13.
Sophie told the Metro newspaper: "It was very difficult at the beginning, particularly when I had my first crying scene. I'd never cried to order before, so I began to think of personal stuff that would make me sad and it was too much."
To celebrate the new season, thebar.com has created a series of cocktails in honour of the show's most popular characters and most memorable moments, including the Red Wedding. Visit http://uk.thebar.com for more information.
'Game of Thrones' season four begins tonight (07.04.14) at 9pm on Sky Atlantic and is also available through NOW TV with the NOW TV Entertainment Month Pass.

Courtney Love had a "bad" time as Kurt Cobain's wife.
The Hole singer admits her two-year marriage to the Nirvana rocker - who committed suicide 20 years ago - wasn't "very fun" because they both struggled with drug addiction and had no one to help them.
Asked if she looks back on their time together with fondness, Courtney - who has 21-year-old daughter Frances with Kurt - said: "It was bad. It wasn't very fun. It should have been fun. But I can barely remember it because people didn't take care of us."
And the 'Malibu' hitmaker thinks Kurt's death has been much harder for their daughter to cope with than for her, as Frances has "no memories" of the musician.
She told The Daily Telegraph newspaper: "It's hard for me, but I think it's much harder for Frances. She has no memories of her father. Not one. So that sucks."
The 49-year-old star has had "great loves" since Kurt died and thinks she should have married again, though she doesn't think she would ever change with someone else.
She said: "It was twenty years ago. I've had great loves since Kurt. I probably should have married again. But I couldn't put my tiara and my little slip dress in a box and go and be Mrs Somebody who used to be Courtney Love."

Dappy has had a hashtag symbol tattooed on his face.
The rapper posted a photograph of his new inking on Twitter, whilst at the same time revealing the unusual motivation behind the design.
The 26-year-old star, who already had a number of tattoos, including designs on his head and neck, captioned the photograph: "By the way, the reason I got a # Tatted on my FACE was simply 2 make sure IT stays trending 4 ever. (sic)"
The photograph was re-tweeted more than 400 times and while some followers praised his decision to have the hashtag sign tattooed to his face, others branded him an "idiot".
Former N-Dubz star Dappy's trip to the tattoo studio comes after Twitter bosses revealed last month that they are planning to scrap the sign altogether.
Twitter's head of news, Vivian Schiller, called the symbol "arcane" and explained: "There's a lot of creative thinking going on around how to make Twitter more and more intuitive. Watch this space."
One follower tweeted Dappy, saying: "Some bad news dappy, twitter are planning to remove the # tag lol (sic)."
While another fan thought the inking suited the star and wrote: "Suppose there ain't many people who could pull it off but looks awesome lad. (sic)"

Oscar Pistorius has apologised to Reeva Steencamp's family for her death.
The Paralympic athlete started his murder trial testimony today (07.04.14) by offering his condolences to his late girlfriend's parents, apologising for the pain and "emptiness" he has caused the model's loved ones by shooting her through the bathroom door at his home in Pretoria, South Africa, on 14 February 2013.
The London 2012 medallist claims he mistook Reeva for an intruder in the bizarre incident, while prosecutors allege he killed her in cold blood.
Fighting back tears, Pistorius said in a trembling voice: "There hasn't been a moment since this tragedy happened that I haven't thought about your family. I wake up every morning and you're the first people I think of, the first people I pray for.
"I can't imagine the pain and the sorrow and the emptiness that I've caused you and your family. I was simply trying to protect Reeva. I can promise that when she went to bed that night she felt loved. I've tried to put my words on paper many, many times to write to you. But no words will ever suffice."
His words seemed lost on the blonde's mother, June, who sat in the courtroom stony-faced throughout.
Pistorius confessed he had been suffering from horrific nightmares ever since the incident and had been taking anti-depressants and sleeping pills.
The 27-year-old star said: "I'm scared to sleep, I have terrible nightmares, I can smell blood and wake up terrified."
He also revealed he never wanted to hold a gun again and discussed the importance of religion in his life, the BBC is reporting.
Today marks the first day of the defence case, with the troubled athlete's lawyer Barry Roux explaining he would be calling on 14 to 17 witnesses to testify on "ballistics, urine emptying, damage to the toilet door, sound, and disability and vulnerability".
There has already been 15 days of prosecution-led testimony which has seen testimonies from neighbours and ballistics experts, as well forensic and mobile phone evidence.

Eva Mendes has asked her ex-boyfriend to look after her current boyfriend's dog.
The 40-year-old actress, who previously dated George Augusto, handed over the mixed-breed pet, also named George, which belongs to her hunky lover Ryan Gosling for him to walk and feed while they are away for work commitments.
Despite Eva spitting from George, he still works for her as an assistant and handles some of her business affairs, but he was reportedly surprised when she asked him to take care of the pooch.
A source told RadarOnline.com: "She asked him to look after Ryan's dog while the couple travelled.
"George was humiliated when he was suddenly handed a list of instructions about how to take care of the dog by one of Ryan's assistants.
"Only then did he realise that Ryan's dog is also named George!"
According to the source, he didn't want to make a fuss or refuse to look after the dog "because he's desperate to keep his job with Eva".
The couple dated for more than 10 years and split shortly before Eva began dating 'Notebook' star Ryan, 33, in 2011.
George has reportedly spoken to Eva about the request since then and asked her not to put him in the same position in future.
The source added: "He's politely informed Eva that he won't be taking care of 'the other George' ever again!"

Supermodel Alessandra Ambrosio sported a lifeguard jacket and baseball cap as she posed for photos with fans on Australia's iconic Bondi Beach.

Carrie Underwood kept all eyes on her in a shimmering silver gown as she arrived at the 49th Academy Of Country Music Awards. The singer looked stunning as she made her way down the red carpet at the MGM Grand Garden Arena in Las Vegas.

Taylor Swift kept her look classy as she stepped out at the 49th Annual Academy Of Country Music Awards at the MGM Grand Garden Arena in Las Vegas. The singer teamed her monochrome outfit with a simple black clutch and gold earrings.

Shakira showed off her famous curves in a cut-out jade green gown as she arrived at the Academy Of Country Music Awards at the MGM Grand Garden Arena in Las Vegas.

Britney Spears looked pretty in a floral sundress and nude sandals as she watched her son's Jayden and Sean play soccer in Los Angeles.