Diary hears that the thelondonpaper editor took offence at a coverwrap for the brand new ITV2 series Wags Boutique, which ran on 30 January.
The ad featured a mock front cover story with the headline "BITCH!". It repeated the word hundreds of times down the page.
Hatfield was apparently so offended that he complained to the creators, M&C Saatchi, and accused them of lazy creative, which he said was cheap and tacky. It seems Hatfield, who once made a living from critiquing ads and their agencies, hasn't completely forgotten his roots.
Yet in a bizarre twist, it turns out that Hatfield himself had approved the wrap and the creative a week before it made its appearance in the paper. Did Hatfield underestimate the power of advertising?