BBC forced to warn Dragons’ Den stars over strict guidelines after contestants ‘breach rules’ while on air
BBC BOSSES have been forced to warn Dragons' Den stars over strict guidelines after contestants "breached broadcast rules".
Entrepreneurs appearing on the show to pitch ideas have been accused of going against the corporation's editorial guidelines.
Brands have been launching discount codes as well as other offers for their customers straight after appearing on the show.
But BBC's guidelines state that all product placements and endorsements must be clearly disclosed and editorially justified.
Just last month, Dragon's Den star Giselle Boxer, who made history on the BBC show in recent days after landing an astonishing six offers, took to her Instagram to offer customers a discount of 15 per cent with coupon code "Dragon".
And so did entrepreneur Jasmine Wicks-Stephens after securing an investment of £60,000 for her skincare brand.
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The BBC has now issued a warning against the contestants and their commercial activities for going against the corporation's guidelines.
A BBC spokesperson said: "We have clear guidelines for contestants and their commercial activity while working with us.
"We have reminded entrepreneurs of these guidelines."
BBC'S PRODUCT PLACEMENT GUIDELINES
Product placement is the inclusion of, or a reference to, a product or service in return for payment or any consideration in kind.
The taking of product placement for licence fee-funded services is prohibited under the terms of the BBC Agreement.
The BBC must not commission, produce or co-produce output for its licence fee-funded services which contain product placement.
All programmes made by the BBC or an independent producer for broadcast on BBC licence fee-funded services must be free of product placement.
STAR UNDER FIRE
Meanwhile, Dragon's Den star Giselle came under fire over her controversial Ear Seeds product.
The entrepreneur was slammed over claims they helped treat myalgic encephalomyelitis (ME) - also known as Chronic Fatigue Syndrome - which left her gravely ill.
Now the business is said to have been reported to the Advertising Standards Authority over what are said to be "unproven" claims.
Doctors and "vulnerable sick people" alike have written letters and complaints, saying the product is giving patients "false hope";.
The ME association has taken Acu Seeds to the Advertising Standards Agency and written to the BBC and chairman of the Commons Culture, Media and Sport Committee, and the chairman of the Health and Social Care Committee.
Dr Charles Shepard, Hon Medical Advisor for The ME Association, also said: "The way in which Dragons' Den has been used to promote an unproven treatment for ME/CFS has, not surprisingly, caused a great deal of upset and concern in the ME patient community.
"People with ME/CFS are fed up with the way in which products like this are regularly being promoted when there is no sound evidence from proper placebo-controlled clinical trials to confirm that they are safe and effective."
Boxer proudly pitched her business Acu Seed - which sells a version of what she says helped her overcome a debilitating disease.
The mum says she was just 26 when she was diagnosed with myalgic encephalomyelitis (ME) - also known as Chronic Fatigue Syndrome - which left her gravely ill.
However, Boxer told the Dragons that with the help of diet, acupuncture, Chinese herbs and ear seeds her symptoms were eased.
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She also said her recovery inspired her to set up Acu Seeds with the aim of helping others recover from similar conditions - including anxiety and migraines.