BBC bosses issue warning to Dragons' Den stars over strict guidelines

23 February 2024 , 23:45

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BBC bosses issue warning to Dragons' Den stars over strict guidelines (Image: BBC Studios/Simon Pantling)

Dragons' Den stars have be warned about strict BBC guidelines in the wake of recent outrage.

The state-funded broadcaster has admitted budding entrepreneurs have been reminded of the "clear guidelines" regarding their commercial activity while appearing on the hit show. The warning comes as several business wannabes have been accused of breaching broadcasting rules after appearing in front of the Dragons.

Over recent weeks, several candidates have been using social media to flog their products and discount codes as their episode of Dragons Den aired - a big breach of the BBC's editorial guidelines. All product placements and adverts must be disclosed and editorially judtsifed before appearing on TV, the BBC's guidelines states.

However, after securing an investment of £60,000 for her skincare brand during her time in the Den, Jasmine Wicks-Stephens offered discount codes linked to the Dragons' Den francashie, as did controversial contestant Giselle Boxer, whose episode was temporarily pulled from BBC iPlayer after landing a record-breaking six offer from the Dragons.

Speaking about the potential guideline breaches, a BBC spokesperson told the MailOnline: "We have clear guidelines for contestants and their commercial activity while working with us. We have reminded entrepreneurs of these guidelines."

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Last month, the BBC reinstated a controversial episode of Dragons' Den on iPlayer just days on from axing it from the streaming platform. The episode from January 18 had Giselle Boxer saying she used "diet, acupuncture, Chinese herbs and ear seeds" to get better from M.E. She made a product called Acu Seeds from this.

Giselle's claims sparked outrage from BBC viewers and Action for ME wrote to some important people in the government. They were worried because it seemed like Giselle's product was being sold as a real cure. The BBC took the episode off iPlayer and on January 25th, they said: "We're taking the concerns raised seriously, so we are reviewing the episode and therefore it's currently not available on iPlayer."

Giselle Boxer's appearance on Dragons' Den last month was very controversial (No credit)

But now, you can watch the third episode of the show's 21st series again on iPlayer since 29th January. The BBC has edited the episode and added a warning before you watch it. They say: "This programme has been edited since broadcast to clarify aspects of the Acu Seeds pitch. Advice should always be sought from a qualified healthcare provider about any health concerns."

During the episode, a message pops up on screen when Giselle presents her business idea to Gary Neville, Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies and Steven Bartlett - who all decided to invest in her company. The message says: "Acu seeds are not intended as a cure for any medical conditions and advice should always be sought from a qualified healthcare provider about any health concerns,"

After the show aired on 18th January, The Mirror revealed that the BBC had actually invited Giselle to come on the show. The businesswoman from Sheffield told the Dragons her story, explaining how she came up with her product after being diagnosed with ME at 26. She said: "Four years ago I was diagnosed with ME. I went from working in a top advertising agency with a busy social life and exercising regularly to being mostly housebound, unable to walk for more than five minutes without having to get back into bed.

Continuing her pitch, Giselle added: "I was told by doctors that I would never recover, work again or have children. I went on a personal healing journey using diet, acupuncture, Chinese herbs and ear seeds. Using this combination, I believe, aided my recovery within 12 months."

Giselle's successful pitch for her Acu Seeds product, a "DIY needle-free ear acupuncture for anxiety, migraines, hormonal issues, insomnia, weight loss and more", led to a historic moment on the show as all six Dragons made an offer. After considering their offers, she chose Steven Bartlett as her investor.

Following the episode, a letter signed by ME campaign groups was sent to Dame Caroline Dinenage, chair of the Culture, Media and Sport Committee, and Steve Brine, chair of the Health and Social Care Committee. The groups expressed their worry about the episode being aired during primetime on BBC One, as they believe it made an "unfounded claim that this form of alternative medicine can cure ME".

They added: "Sadly, there is currently no known effective treatment for ME. There has been a distinct paucity of research into this disease, compared to other long-term conditions, which means that ME is still without a cure." They also reminded people to only take medical advice from qualified healthcare professionals and ensure any treatment decisions are evidence-based. The letter urged broadcasters to make sure content is accurate and not misleading or potentially dangerous.

Zoe Delaney