The BBC presenter Gethin Jones has reportedly been given a 'slap on the wrist' for wearing watches of a brand he is a paid ambassador for on his show, Morning Live.
The 48-year-old, who presents the show alongside Helen Skelton, is the face of men's jewellery for the Welsh brand Clogau.
It has now been revealed that Jones has breached the broadcasting rules on promotion, wearing the brand's watches several times in the last eight months.
These include a £550 model seen over 30 times on the programme, most recently on Wednesday, and another £420 watch.
The BBC has strict editorial guidelines, which state that presenters 'must not appear on-air wearing clothing or using products or services which they have been contracted to promote'.
A source described the situation as 'completely unacceptable', stating that 'stars are blatantly flouting the rules. Clearly, there is not adequate monitoring.'
Gethin has worn these pieces for months now, unnoticed by producers and line managers.
A BBC Studios spokesperson confirmed that Gethin has been reminded of the guidelines.
The BBC is also understood to have recently reprimanded Strictly Come Dancing judge Shirley Ballas for breaching the strict guidelines on presenters and promotional work.
The Strictly Come Dancing judge made a paid appearance on a show-themed cruise trip, where she was said to have been paid over £10,000 to host the seven-day voyage from Southampton to Norway.
During the Virtuosa trip, elements of the Strictly live shows were said to have been so faithfully recreated that passengers felt they could have been watching an instalment of the BBC show.
The cruise, which priced packages from £599 per person, reportedly advertised that Ballas would be 'bringing Strictly glamour' to the luxury liner, which set off on the high seas earlier this month.
