Tony Adams breaches BBC advertising rules by wearing his own clothing brand on Strictly Come Dancing

Tony Adams has allegedly breached the BBC’s advertising guidelines by wearing his own clothing brand during Strictly Come Dancing.

In the VT that showcased Adams’ and Katya Jones’ training for the Cha-Cha-Cha ahead of the show, Adams was spotted wearing a white T-shirt and blue collared shirt from his clothing brand that he launched in 2019.

A show insider told The Sun that the 56-year-old ex-footballer “wasn’t clear on the rules” and “didn’t think he was doing any harm” by wearing the branded clothing despite the broadcaster’s ‘strict’ advertising rules.

“He was just dancing in clothes he feels comfortable in, which just happened to be part of his collection,” they continued.

“Strictly bosses are going to have a word with him and ensure he’s in line with their rules for this weekend’s show.”

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The logo on Adams’ range is a silhouette of himself celebrating an Arsenal victory over Everton in 1998 when he scored the final goal in a 4-0 win.

On the BBC website it clearly states that “advertising must be clearly presented as commercial content, distinct from editorial content.

“The nature of an advertising relationship must be transparent so that it is clear to the audience that they are seeing a commercial message. Surreptitious or subliminal advertising is prohibited.”