Dragons Den star Steven Bartlett rapped by BBC for breaking sponsorship rules by wearing jewellery brand on show

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.

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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.

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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.