Monty Don has been reminded of BBC editorial guidelines after appearing on Gardeners’ World wearing a Barbour jacket while simultaneously fronting an advertising campaign for the clothing brand.
The horticulturalist wore the navy jacket during the latest series of the BBC gardening programme, despite current BBC rules stating that presenters should not wear or promote products on-air that they have agreed to endorse commercially.
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.
BBC guidelines on conflicts of interest state: “Presenters or other individuals must not appear on-air wearing clothing or using products or services which they have agreed/been contracted to promote, advertise or endorse or in which they have a specific financial interest.”
A BBC spokesperson said: “We have clear guidelines around presenters’ commercial activities while working with the BBC, and Monty has been reminded of these guidelines.”
Monty Don has teamed up with Barbour for the latest instalment of its Way of Life campaign, appearing in episode 22 of the brand’s long-running It's A Way of Life series.
He joins a roster of celebrity ambassadors including Frankie Bridge, AJ Odudu, Ella Eyre and Rachel Stevens, whose outfits and featured items can be purchased through the brand's website.
In 2024, presenters were reminded of the guidelines after Gary Lineker appeared to wear outfits from his own fashion range during coverage of England’s opening Euros game.
He sported a pale green knitted T-shirt, before putting on 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”.
Meanwhile, Don has been a fixture on Gardeners' World since 2003, becoming one of British television's most recognisable gardening experts.
Last month, however, he stepped away from the potting shed to make his debut as a guest host on Have I Got News for You.
The long-running BBC programme first aired in 1990 and has rotated celebrity guest hosts since 2002 following the departure of its permanent presenter.
