We're all guilty of putting our love for social networking first when we should be paying attention to the subject in hand (logging on Facebook during work serving as a primary example). But when you're one of the world's most renowned artists acting as a judge on a high-profile talent show, it's advised to put your digital passion aside until the duration of the episode is over - right?
Not when you're will.i.am, apparently.
Last week the coach was already in trouble for updating his Twitter account whilst filming an episode of The Voice, receiving a telling-off by BBC execs. Yet that hasn't stopped him from repeating the experience, tapping away in total SIXTEEN TIMES during the Saturday night broadcast of the programme.
"I'm having so much fun doing this...being myself...the way I am at home with family...#followme to have a closer connection #thevoiceuk..." will.i.am tweeted on Saturday night.
Another tweet read: "I'm tweeting live...staying connected and enjoying Saturday night with my uk family...#thevoiceuk".
However, not all Tweeters were pleased with will.i.am's behaviour: 'Using your phone during Jaz came across as incredibly rude!' said one Twitter user.
A 'source' revealed to the The Mirror that will.i.am wasn't exactly winning BBC bosses over with his social networking approach:
"This isn't tolerated whatsoever. 'We need to show more respect to the people at home. It's like he can't be bothered.
"This isn't a mickey-mouse satellite channel, this is the BBC where high-production values are key. He's making a mockery of the show."
The show wasn't a mockery already? Either way, will.i.am is doing a good job of generating publicity for The Voice - as well as advertising the use of Twitter.