Sigur Ros Advert Fury

Icelandic post-rock group Sigur Ros have hit out at the use of their music in adverts on British television.

Putting the right music on television adverts is a difficult job. Get it right and the symbiotic nature of image and music can become iconic, transforming the perception of the song amongst the British public.

Get it wrong, however, and the consequences could be serious. Icelandic group Sigur Ros are a fixture of television programmers, and now singer Jonsi Bergisson has hit out over the way his music has been treated.

The track 'Hoppipolla' is a favourite of programmers, having been used extensively on BBC. Appearing in everything from Doctor Who to gardening shows, the music of Sigur Ros is now familiar to millions.

However appearances on 'The X Factor' and other shows have pushed the band's patience. Arguing that his music has been 'raped' singer Jonsi Bergisson claimed that "in some weird way, the national TV here in Britain doesn't have to ask permission to use songs if it's in the background of TV shows or whatever".

The frontman did single out the use of 'Hoppipolla' in 'Planet Earth' as meeting his approval. "The David Attenborough show was cool ... We're all big fans of his" Spinner reports.

Jonsi Bergisson is preparing to release his new album 'Go' later this year. The Icelandic singer will be pleased to note that the BBC appear to have replaced his track with Elbow's 'One Day Like This'.

Listen to snippets from 'Go' on Jonsi Bergisson's website HERE.