The Voice UK: Will.i.am accused of 'subliminal advertising' on BBC show

PUBLISHED: 16:37 EST, 24 April 2012 | UPDATED: 03:28 EST, 25 April 2012

He has already been warned to tone down his aggressive attitude towards Jessie J, and now will.i.am could be in further trouble.

The Voice judge has caused a public outcry as viewers have complained that he has been slyly advertising his music on the BBC show.

The 37-year-old music star has been seen wearing his own designed clothing while appearing on the show and his jackets have lyrics embroidered onto them.

Bad boy: Will.i.am has been accused of advertising his music on The Voice UK

For the first few blind audition shows that will.i.am appeared in, he is seen wearing the same blue and yellow jacket throughout filming.

Subliminal: The lyrics on the jacket

The bright piece of clothing, which featured white arms, clearly had the words 'Go hard or go home' on the front left panel.

That phrase is part of a set of lyrics from his most recent single T.H.E, The Hardest Ever which features vocals from Mick Jagger and Jennifer Lopez.

On the track, which reached number three on the UK charts, both Lopez and Jagger sing the hook: 'You can go hard or you can go home.'

This prompted one fan to question whether the music producer was allowed to be advertising his song on the show.

The hardest Ever: The Black Eyed Peas star has the same jacket in different colours

Star quality: The rapper and singer had the clothing custom made especially for him

They tweeted the BBC and said: 'If that isn't advertising your new song, I don't know what is.'

Another viewer said: 'I didn't notice will.i.am had song lyrics on his jacket on The Voice, but the song was in my head today! Subliminal advertising?'

It has been suggested that the BBC were unaware of the song lyrics when the show was originally filmed back in January.

It seems the Black Eyed Peas frontman has the same jacket in different colours after he showed off two more variations during the Battle Rounds of the show.

And another one: The music artist is clearly a fan of the jacket design

According to TMZ.com, the singer is currently facing legal action due to another clothing related matter after I.Am.Clothing claimed he reneged on a contract deal.

The designer company said will.i.am signed a deal in 2010 to lend his name for marketing purposes to the business until 2016.

However, will.i.am and his team say the deal is already over and they are now facing a $ 2 million lawsuit.