Have you read the terms and conditions of itv player https://www.itv.com/itvplayer/help/terms
especialy this bit
2.2. To be eligible to use the Player you must be:
2.2.1. 18 years old or over. If you are under 18 you must have a parent or guardian's permission to use the Player and your parent or guardian should be the one to register or pay for content;
2.2.2. located in the United Kingdom, Channel Islands or Isle of Man (the "Territory"); and
2.2.3. a natural person (i.e. not a company or other business entity).
If you do not meet the above criteria you should not access or use the Player. You agree that you will provide us with proof of your identity if reasonably requested by us to do so from time to time.
It is in most T&Cs, I know it is similar in iTunes, bbc iPlayer, various computer games.
I'm pretty sure I'm not a business