Some of the Coronation Street cast are reportedly threatening to quit over a new product placement deal.
It comes as ITV announce new plans to introduce new brands to the show, including Costa Coffee and Co-Op.
However, at the same time, the show's cast apparently aren't allowed to promote products themselves.
An unnamed agent told The Sun newspaper: “There is real anger over this commercial tie-in. ITV is happy to take millions from commercial firms for product placement and allow the cast to stand around with Costa cups and lug carrier bags around but won’t allow the cast to promote products away from the set.
“That is just double standards. Aside from that the product placement is ridiculous. This no joke. Once you have one or two brands in then it is opening the door for more
An ITV spokeswoman told the tabloid: "We’ve been including product placement in both Coronation Street and Emmerdale for a number of years and have always worked closely with the production team to ensure that any product placement is editorially justified and a natural fit within the action.
"Product placement, along with sponsorship and advertising, all goes to pay for great ITV programmes such as Coronation Street."
Last month, ITV announced a brand new product placement deal for their hit soap.
Corrie viewers will see Co-op and Costa Coffee storefronts as part of a new extended Weatherfield set.
Both facades will be fully branded and open for business in Spring 2018 with other assets such as posters, bags and cups integrated across the iconic soap.
Coronation Street continues Mondays, Wednesdays and Fridays on ITV.