BBC bosses have banned Winter Olympics pundit Chemmy Alcott from wearing her own clothing brand on air after she twice breached the corporation's commercial guidelines. The 43-year-old former skier, who competed in four Winter Olympics, was seen wearing knitwear from Snow Finel, a brand she designs for and serves as an ambassador, while presenting Ski Sunday and covering the Winter Olympics in 2022.
BBC executives issued a stern warning, reminding Alcott of the rules that prevent presenters from 'appearing on air wearing clothes or using products, goods or services which they have agreed, or been contracted, to promote or in which they have financial interest'. Despite this, she again wore Snow Finel items during the first two episodes of a new Ski Sunday series in 2023.
A BBC spokesperson confirmed: 'Chemmy will not be wearing the brand in question on air again and has been spoken to about this.' Alcott, who joined the BBC in 2018 after retiring from international skiing, became lead presenter on Ski Sunday in 2021.
Alcott is not the only BBC pundit to fall foul of the rules. Team GB cyclist Dame Laura Kenny was reportedly spoken to after promoting luxury clothing brands during the 2024 Olympic Games, and presenter Alex Scott was told off for plugging a clothing brand on social media while working at the 2022 FIFA World Cup.
