NEW TV Dragon Steven Bartlett has been rapped by BBC chiefs for craftily plugging a firm he is linked with.
The 28-year-old wore bling from jewellers Craftd, then struck a financial deal with its owners.
The entrepreneur even boasted on social media of showcasing items including necklaces on Dragons’ Den.
The clip has now been removed and Bartlett — said to be worth around £50million — will be barred from wearing Craftd items on future Dragons’ Den episodes if his contract is renewed.
The BBC said: “We have clear guidelines around talent’s commercial activity while working with us. Steven has been reminded of the guidelines.”
Bartlett insisted: “This was a genuine oversight on my part. The posts have now been taken down. I will ensure I am clear about what activity is possible.”
He said that after wearing the jewellery, he approached Craftd, which then agreed to sponsor his hit podcast Diary of a CEO.
He is the latest celebrity to fall foul of rules aimed to preventing commercial gain from their work with the Beeb.
Craig Revel Horwood was at the centre of a row when he used his Strictly catchphrase “Fab-u-lous” in an advert.
Nick Knowles and Stacey Dooley also got in hot water for TV adverts which seemed to reflect the shows they are known for on the BBC.
