Rapper P. Diddy's video channel on YouTube, announcing his tie-up with Burger King, has been inundated with criticism from users outraged by the "over-commercialisation" of the content.

P Diddy, who signed as an "all-round ambassador" for Burger King on Monday, posted a video on Diddy TV that shows him walking into a BK outlet, ordering food, and announcing the deal between "two kings".

Over 2,000 YouTube users have posted comments, many of them negative, about the "sell-out" nature of the content.

For the new wave of websites, such as MySpace and YouTube, the building of "brand" pages by companies is seen as a useful revenue driver.

However, critics have argued that consumers may turn away from using such sites if they are seen to be over-commercialised.

In the case of YouTube, acquired by Google earlier this week for $1.65bn (£880m), this is a particularly important issue as it has yet to develop any major revenue stream.

YouTube user Igottmituns, a 21-year-old YouTube veteran who has viewed over 4,000 videos, posted one of many angry comments: "Did you not see the welcome Paris Hilton got? No? That's cuz she didn't get a welcome. Don't expect one from us either. Don't advertise, don't act so full of yourself, and we may like you."

P Diddy received more criticism for saying in his video that he and Burger King "decided to buy a channel" but all channels are available free of charge to anyone.

His video has also sparked a number of parodies.

However, in terms of publicity, the video has already been viewed 673,641 times and been "favourited" by viewers 368 times.

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