Winter Olympics pundit’s BBC ban after breaking outfit rule on two occasions | Other | Sport
Winter Olympics pundit Chemmy Alcott was previously banned by the BBC from showcasing her clothing line on air. This year’s Games have now reached its halfway stage, with Alcott forming part of the BBC’s expert analysis team. The 43-year-old represented Team GB at four Winter Olympics and seven World Championships, claiming the British national championship title seven times before retiring from international skiing in 2014.
After hanging up her competitive skis, Alcott transitioned into broadcasting, starting as a commentator with Eurosport before moving to the BBC for its coverage of the Winter Olympics in 2018. She quickly became a viewer favourite and took over as lead presenter on Ski Sunday in 2021, replacing Graham Bell, though her tenure on the show hasn’t been entirely smooth sailing.
Since 2019, Alcott has worked as an ambassador for skiwear manufacturer Snow Finel and has contributed to designing some of their clothing ranges.
In 2022, she appeared wearing knitwear from the company whilst presenting Ski Sunday and delivering Winter Olympics coverage.
This prompted a firm rebuke from BBC bosses, who issued her with a “reminder of the BBC’s guidelines in relation to commercial conflicts of interest”.
BBC guidelines prohibit presenters from “appearing on air wearing clothes or using products, goods or services which they have agreed, or been contracted, to promote or in which they have financial interest”.
However, Alcott found herself in trouble again a year later after donning Snow Finel items during the first two episodes of a new Ski Sunday series.
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The BBC subsequently confirmed that the pundit and presenter had been “spoken to” and prohibited from wearing the contentious garments on air in future.
A spokesperson for the network stated: “Chemmy will not be wearing the brand in question on air again and has been spoken to about this.”
Alcott isn’t the only BBC presenter to breach these rules, with renowned Team GB cyclist Dame Laura Kenny also reportedly being “spoken to” by management after being accused of endorsing luxury clothing brands on air during the Olympic Games two years ago.
Alex Scott was similarly reprimanded by the BBC for promoting a clothing brand on social media whilst working for the broadcaster at the last World Cup.
The former England international, who is an ambassador for Reiss, tagged the brand in an Instagram post featuring her in one of their suits whilst in the studio, even tagging the BBC in the post caption.
