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X Factor is being investigated by Ofcom after receiving complaints that judge Tulisa Contostavlos is promoting her brand of perfume on the show.

Contostavlos makes a signature gesture at the start of each show, which highlights a tattoo on her right arm featuring the words, The Female Boss.

The Female Boss is the pop star's new fragrance.

Media watchdog Ofcom will have to decide whether her actions have broken product placement rules.

The broadcasting watchdog is also looking into a segment on ITV2 spin-off show The Xtra Factor last month which mentioned the scent.

The N-Dubz singer was seen speaking about the perfume and discussing the connection between the product and her signature arm move.

Three people complained that by displaying her tattoo in this way and linking it with her perfume, Contostavlos and X Factor producers may have broken broadcasting rules on the promotion of commercial products.

The N-Dubz star, 23, launched her fragrance at a central London store last month.

It is thought she had the tattoo at the start of the year, before The X Factor began filming.

Earlier this year, The X Factor was told off by Ofcom after being found in breach of product placement rules with references to new singles by Diana Vickers and Michael Buble.

The watchdog has also said last year's X Factor final featuring Christina Aguilera and her backing dancers in a racy routine was "at the very margin of acceptability".

The "sexualised" pre-watershed scenes, aired in December on ITV1 at the end of the seventh series, resulted in 2,868 complaints to the media regulator.