Streaming platform ITVX was criticised by Lord Alan Sugar in a tweet this week, with him telling fans that he feels "cheated" after having signed up for a subscription. Lord Sugar, 77 - the founder of Amstrad, who is now best known for his role on the BBC 's the Apprentice - posted about ITV 's streaming service on Thursday afternoon. He shared a tweet about it on X, formerly known as Twitter .
The entrepreneur - who took aim at the broadcaster just last month over the National Television Awards - told his followers that he had expected there to be "no adverts" with his ITVX subscription. He however complained, saying that it had been "constantly advertising" ITV shows to him. He wrote: "I feel I have been cheated by ITVX.
I paid for a subscription on the basis that there would be no adverts in the programmes." Lord Sugar added in the tweet: "However, whilst there are no 3rd party adverts, they are constantly advertising their own shows. It's really frustrating.
" ITVX offers two plans at the moment, including a "free with ads" option. The other, ITVX Premium, is priced at £5.99 a month or £59.
99 a year after a 7 day free trial. Its website promises that Premium customers can "watch ad-free," but a disclaimer warns: "Ad-free applies to our on-demand library only and programmes may contain ITV promotions where contractually required. Live TV plays with ads.
" Another page states: "With ITVX Premium, you can watch most shows and movies on demand without the adverts, and downloa.
