Helen Skelton is a familiar face on the BBC, regularly stepping in to host daytime magazine show, Morning Live.
Last week, the former Strictly star did just that and took to Instagram to show off the outfit she was wearing for the occasion.
However, in doing so, Skelton mentioned the specific brands and tagged their accounts on her profile.
While Skelton has not been financially reimbursed for identifying the brands, according to the Independent, she has now removed their mentions from her page.
A BBC spokesperson addressed the move in a statement which reads: "Helen pays for the clothes she wears on the show and does not have relationships with the brands tagged.
"She has now removed brand mentions from social posts linked to the programme."
Helen Skelton shared snaps of her Morning Live outfits
INSTAGRAM/HELEN SKELTON
In one instance of an edited post, Skelton had captioned a snap of her in her Morning Live attire: "Thanks for letting me join in @bbcmorninglive. Holiday mode activated.
"Shout out to grand parents making it all poss… work hard to play hard. #telly #morninglive #morning (tagged the peeps and the clothes) xx."
This has since been edited to now read: "Thanks for letting me join in @bbcmorninglive… Been a treat to share some mornings with you.
"Holiday mode activated….. Shout out to grand parents making it all poss… work hard to play hard. #telly #morninglive #morning #thejuggle #schoolholidays." (sic)
According to the BBC's own guidelines, "no on-air talent should promote products, goods, services or clothing they use".
After Skelton had shared the images on her social media page, fashion brand Dancing Leopard shared her post and encouraged followers to shop for her pink dress.
While jewellery brand Loel & Co followed suit and shared a snap of the presenter wearing a necklace from its range.
Skelton serves as a stand-in host on Morning Live but following her recent stint, many fans have called for her to be a permanent fixture.
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Helen Skelton shared several snaps from the Morning Live set
INSTAGRAM/HELEN SKELTON
Replying to Skelton's edited Instagram post, one fan said: "More of Helen on tv please! She’s fab!"
While a second agreed: "Absolutely brilliant Helen..!!! Have really enjoyed seeing you on morning live this week…have been watching it on iplayer in the eves due to work commitments…its been superb..!!!"
And a third weighed in: "Hi Helen….. I’ve just started following you on Insta.
"Seeing you present on This Morning today (I never really watch it) and listening in the radio made me realise just how much you do - and frankly what a great mum you are! Keep it going - I’m sure the kids are super proud."
