Helen Skelton under fire from BBC bosses for plugging brands on Morning Live set

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Helen Skelton under fire from BBC bosses for plugging brands on Morning Live set
Helen Skelton under fire from BBC bosses for plugging brands on Morning Live set

Helen Skelton has been rapped by BBC chiefs for plugging brands on Morning Live.

The presenter, 40, flouted strict guidelines by tagging fashion, jewellery and cake brands on Instagram in photos taken inside the show’s Salford studio. BBC guidelines state that “no on-air talent should promote products, goods, services or clothing they use”.

The licence-fee funded channel is committed to impartiality in all its output so prohibits any adverts or product placement on television, radio or its website. Today, Countryfile host Helen, who also has a Radio 5 show, removed the tags and said she had not been paid for the endorsements.

A BBC spokesman said: “Helen pays for the clothes she wears on the show and does not have relationships with the brands tagged. She has now removed brand mentions from social posts linked to the programme.”

Helen Skelton under fire from BBC bosses for plugging brands on Morning Live set eidexiqreiqtrinvHelen plugging Bake Off star's products
Helen Skelton under fire from BBC bosses for plugging brands on Morning Live setThe star tagged labels on social media

Fashion brand Dancing Leopard had shared Helen’s post and urged customers to shop for her pink dress. Jewellery brand Loel & Co also shared a snap of the star wearing its necklace. Other items showcased by Helen on Friday – when she announced she would be taking a break for the summer holidays – included cakes made by 2018 Great British Bake Off winner, Briony May Williams. Alongside the images, she wrote: “Thanks for letting me join in @bbcmorninglive holiday mode activated.”

EastEnders' Jake Wood's snap of son has fans pointing out the pair's likenessEastEnders' Jake Wood's snap of son has fans pointing out the pair's likeness

It comes after reports emerged that Helen is considering dipping her toe back into the dating waters. In April last year, months after the birth of their daughter, Helen announced that she and England and Leeds Rhinos rugby star Richie Myler, 33, had split up. The Countryfile presenter is now putting the past behind her by selling the marital home she shared with now ex and now dating could be back on the agenda.

A source has told OK! Magazine she feels the time is nearing for her to try and find love again. Helen is finally looking to a positive future, and is not only "in talks for a potential high-profile presenting gig", but is also reportedly nearly ready to start the hunt for romance.

Helen Skelton under fire from BBC bosses for plugging brands on Morning Live setToday Helen removed the tags
Helen Skelton under fire from BBC bosses for plugging brands on Morning Live setHelen said she had not been paid for the endorsements

The TV favourite, 40, proved last year she's a force to be reckoned with following emotional 12 months. A hugely successful stint on Strictly Come Dancing saw her compete in the grand finale, winning the hearts of viewers across the country. Now it appears she will "reluctantly" make moves towards the dating scene.

"After her trust was broken, she’s nowhere near ready for an all-in long-term romance," the source explained. "But she’s not closing herself off to anything anymore. She’s open to new adventures in all respects and is making it her aim to say ‘yes’ to more things that excite her."

Other stars rapped for breaking rules

Helen is not the only celeb to fall foul of the Beeb’s rules around plugging products. In March last year, Dragons’ Den’s Steven Bartlett was rapped for promoting a firm he is linked with. He wore bling from jeweller Craftd, then did a financial deal with its owners.

In 2021, Nick Knowles was dropped from a special edition of the BBC show DIY SOS after doing an ad for Shreddies cereal. And in 2014, celebrity chef Michel Roux Jr quit the BBC after a row over his endorsement of a brand of potatoes.

Nicola Fahey

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