Dragons’ Dens Steven Bartlett ‘told off by BBC bosses for sponsor rule break

Dragons’ Den star Steven Bartlett reportedly found himself on the wrong side of BBC bosses after breaking sponsorship rules.

The star, 29, could be seen sporting jewellery from company Craftd while filming the show, before striking a financial deal with the owners behind the bling brand.

Steven later took to social media to promote the items, and boasted about showing them on the BBC programme – though he has since removed the clip.

After wearing the jewellery and enjoying it, the brand decided to sponsor his podcast Diary of a CEO after he approached them.

According to The Sun, Bartlett will now be banned from wearing any jewellery from the firm on future episodes of Dragons’ Den if his contract is renewed.

The BBC told the publication: "We have clear guidelines around talent’s commercial activity while working with us. Steven has been reminded of the guidelines."

While Steven added: "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."

It comes after other stars – including Gary Lineker and Craig Revel Horwood – were also blasted for plugging products.

In December, Strictly Come Dancing judge Craig used his ‘fab-u-lous’ catchphrase to plug beds for Dreams, which went against BBC guidelines.

Craig starred in a series of posts for the retailer, with a caption that read: "Log’s made a new fab-u-lous friend. Can you guess who it is?"

The broadcasting giant discourages its stars from replicating their roles on the channel for commercial gain, and such can be seen as a conflict of interest.

A BBC spokesperson told The Mirror at the time: “It appears on the face of it to be clearly mimicking his on-air Strictly role, in that he is offering advice as to how specific dances should be performed… just as he would be to any contestant appearing on the show.”

And sportsman Gary is said to have incited their wrath after appearing to display a packet of Walkers crisps – which he appears in adverts for – on the table just before a footie match showed on primetime BBC.

However, the BBC did not probe the star for breaching impartiality rules.

Daily Star has contacted both the BBC and Steven's reps for comment.

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