X Factor fans slam Simon Cowell for ‘shameless promotion’ – but not all is as it seems

X Factor fans were left utterly baffled this evening as Simon Cowell appeared to promote his son’s new single.

This evening, viewers of the ITV competition were treated to a rendition of Baby Shark during the opening of the final tonight.

But fans were left a little confused – but were shocked with Simon Cowell’s next words.

"This is Eric’s first release on SyKids Records," Simon joked. "The record is now available."

X Factor fans slam Simon Cowell for 'shameless promotion' - but not all is as it seems

(Image: ITV)

X Factor fans slam Simon Cowell for 'shameless promotion' - but not all is as it seems

(Image: ITV)

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But fans flocked to Twitter to voice their opinion.

One tweeted: "This people battling for a record contract, yet Simon’s son has his own single out ffs #XFactor."

X Factor fans slam Simon Cowell for 'shameless promotion' - but not all is as it seems

(Image: ITV)

While another commented: " So we all have to watch that s*** because Simon wants to indulge his Son? Get to F***! #xfactor."

A third remarked: "Wtf Simon shamelessly promoting his SON in the Xfactor final…!! Robbie’s face!!!!! #XFactor."

Others also noticed Robbie Williams’ less than impressed face.

One wrote: "Umm Baby Shark??? Robbies face said it all #Xfactor #XFactorFinal."

While another commented: "Robbies face – “Was there no budget left for the opening act…” #XFactor."

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