Dame Laura Kenny has been spoken to by BBC bosses after reportedly "breaking strict guidelines".
The 32-year-old former track and road cyclist has reportedly been spoken to by BBC bosses after breaking the broadcaster’s strict guidelines by promoting luxury brands during her appearances on air.
Revered for her legendary achievements in cycling, Laura was accused of promoting Breitling watches and Reiss dresses while serving as a pundit during the Olympics. BBC regulations strictly forbid their on-screen talent from endorsing brands while on air, a rule that has been brought to the forefront following Kenny's actions.
Dame Laura, who is a brand ambassador for Breitling, appeared on air sporting a watch from the company valued at £2,750. Additionally, she tagged the luxury watch brand in a post on her social media.
The controversy doesn’t end there, as Kenny also tagged clothing brand Reiss in several Instagram posts, although she is not reported to have any formal commercial relationship with the fashion brand.
During the Olympics, Breitling even posted a photo of Kenny at the event, praising her for her style with the caption: "Ambassador Laura Kenny looking gorgeous in the Endurance Pro 38."
To further complicate matters, Kenny herself shared a picture of her interviewing her husband, Jason, while wearing a Breitling watch on her Instagram page.
The watch brand then commented on the post with a clapping hands emoji, adding to the perception of a promotional partnership.
In the wake of this, Kenny has since taken action by removing any mention of the brands from her social media posts related to her time working for the BBC.However, it remains unclear whether Kenny purchased the luxury items herself or if they were gifted to her as part of her ambassadorial role with Breitling.
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According to a report in The Telegraph, BBC bosses have spoken to Dame Laura to remind her of the corporation's stringent rules concerning advertising and promotions. The BBC guidelines clearly state: "No on-air talent should promote products, goods, services or clothing they use on air." This rule encompasses any products the individual has "agreed, or been contracted, to promote or in which they have financial interest."
A BBC insider told The Mirror: "She is no longer on air but will be removing the tags from BBC-related posts." Kenny’s situation mirrors a similar issue involving former footballer Gary Lineker earlier this summer. Lineker was found to have breached BBC guidelines while presenting coverage during the Euros.
Lineker allegedly broke the corporation's strict rules when he appeared on air wearing his own menswear line from Next during England's opening Euros game.
