Gethin Jones, presenter of BBC One's Morning Live, has received a formal warning from the BBC for breaching its guidelines on commercial endorsements. The 48-year-old host, who has fronted the show since 2020 alongside Helen Skelton and Michelle Ackerley, was repeatedly seen wearing watches from the luxury brand Clogau on air. He is a paid ambassador for the company, which directly contravenes BBC rules.
BBC Guidelines and Response
According to BBC guidelines, presenters “must not appear on-air wearing clothing or using products or services which they have been contracted to promote.” A BBC Studios spokesperson told the Mail on Sunday: “We have clear guidelines around presenter's commercial activities, and Gethin has been reminded of these.”
Jones has been spotted wearing Clogau watches consistently over the past eight months, including a £550 stainless steel model that he has worn more than thirty times on the show. Most recently, he wore the watch in Morning Live's Manchester studios on Wednesday.
Source Criticism
A source told the Mail on Sunday: “It is completely unacceptable. 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.” The Standard has contacted Jones’ representative for comment.
Jones has been the face of Clogau’s men’s jewellery range for almost a decade and regularly shares sponsored posts for them on Instagram. The BBC does not allow broadcasting commercial advertisements or engaging in hidden product placement on its public service channels.
Similar Cases: Monty Don and Gary Lineker
Jones is not the first BBC presenter to face such a warning. In May, Monty Don was reminded of BBC guidelines after appearing on Gardeners’ World wearing a Barbour jacket while simultaneously fronting an advertising campaign for the clothing brand. Don is currently featured in Barbour’s Way of Life campaign, which sees him discussing his connection to nature and the outdoors. The overlap prompted the BBC to remind him of its guidelines around commercial endorsements and on-screen appearances.
In 2024, Gary Lineker appeared to wear outfits from his own fashion range during coverage of England’s opening Euros game. The presenter, who left the BBC in 2025, sported a pale green knitted T-shirt and later a sage green jacket at half-time. Both items resembled clothing from the Next X Gary Lineker collection, which was promoted as being “edited by the legendary man himself.”
