Hi @steve_l
I would expect something like a minute or two latency streaming live content over the internet, but 7 minutes seems a big delay lag to me.
I don't use the the ITV Hub App on any of my NOW or Roku devices because of poor picture quality IMO using the ITV Hub App (only terrestrial App i use is IPlayer because of the PQ is pretty decent).
If you haven't got another device with the ITV Hub App to compare against with regards to the live time lag compared to over the air TV.
Unless others on the forum can test the live feed on their NOW playback device when it comes to the live time delay is around a similar time of 7 minutes you are encountering on the ITV Hub App.
Then, maybe try a reboot on your NOW device, plus the Router.
I would also be tempted to try removing the ITV hub App and add it again on your NOW Stick or NOW Box.
if there is no difference then get in touch with ITV Hub.
https://itv-vs-hub.kustomer.help/en_gb/contact/hub-form-3-r1aKWUZS8
Use the link provided by @schnapps to get in touch with ITV. Could very well be an issue with the app on the NOW stick.
Alternatively you could ditch the NOW stick and replace it with another Amazon fire stick since you know it’s fine there haha!
I have 3 now tv boxes with same issue I have uninstalled etc still 7 mins behind