The BBC has issued a warning to presenter Gethin Jones after he repeatedly wore watches from Clogau, a brand he is a paid ambassador for, during broadcasts of Morning Live. The 48-year-old former rugby player, who co-hosts the programme with Helen Skelton, has been the face of the Welsh jewellery brand for several years and has appeared in its advertising campaigns.
Breach of editorial guidelines
According to reports, Jones wore a £550 Clogau watch on more than 30 occasions over the past eight months, most recently on Wednesday, as well as another model worth £420. The BBC's editorial guidelines explicitly state that presenters 'must not appear on-air wearing clothing or using products or services which they have been contracted to promote'. A source described the situation as 'completely unacceptable' to the Daily Mail, adding that 'stars are blatantly flouting the rules' and that 'clearly, there is not adequate monitoring' as Jones 'worn these pieces for months now, unnoticed by producers and line managers'.
BBC response
A BBC Studios spokesperson confirmed to Metro: 'We have clear guidelines around presenters' commercial activities while working with the BBC, and Gethin has been reminded of these guidelines.' Jones has been a brand ambassador for Clogau for some time, having opened a store for the brand in Bristol and featured in their 2025 Christmas advert.
Similar case with Shirley Ballas
The BBC recently reprimanded Strictly Come Dancing judge Shirley Ballas for a similar breach. Ballas made a paid appearance on a themed cruise trip, where she reportedly earned over £10,000 to host a seven-day voyage from Southampton to Norway on the MSC Virtuosa. The cruise packages started at £599 per person and advertised that Ballas would be 'bringing Strictly glamour' to the luxury liner. However, BBC guidelines state that promotional work involving licence fee-funded talent must not 'imitate, suggest a reference or connection to or pass off BBC content'. Elements of the Strictly live shows were reportedly recreated so faithfully that passengers felt they could have been watching an episode of the BBC programme.
Ongoing monitoring
Metro contacted Gethin Jones's representative for comment but did not receive a response at the time of publication. The incidents highlight ongoing challenges the BBC faces in monitoring presenters' commercial activities and ensuring compliance with its editorial standards.
