HELEN Skelton is said to have come under fire from BBC bosses after tagging her Morning Live Instagram posts with brand mentions.
The Countryfile presenter, 40, has now removed the shout-outs for clothing brands including Boden and Cos as well as for foodie items.
This week, Helen tagged a stunning selection of garments from her time on the BBC daytime series.
These included a striped shirt and trousers from UK-based retailer Boden as well as a blue jumpsuit – all of which sent Morning Live fans crazy.
Helen's plugs – which have now been removed – have been seen as contravening the BBC's strict rules on promotions, which read: "No on-air talent should promote products, goods, services or clothing they use."
A BBC spokesperson told MailOnline: "Helen pays for the clothes she wears on the show and does not have relationships with the brands tagged.
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"She has now removed brand mentions from social posts linked to the programme."
The BBC – funded by the license fee payer – does not allow adverts or product placements on websites.
The Sun has gone to Helen's rep for comment.
It comes in contrast to ITV host Holly Willoughby, who fronts rival daytime series This Morning on the broadcaster.
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She tags her outfits every day on social media so fans can be inspired by – and copy – her look.
Meanwhile, Helen's fans enjoyed being treated to a snapshot of her wardrobe.
One wrote underneath her Instagram post: "Great jumpsuit," as another put: "You look stunning Helen. Your one hell of a brilliant presenter and mother x"
A third wrote: "What an absolute stylish fashion icon you have become Ms Skelton.
"Even if you’re down on the farm in wellies and waterproofs!!
Ahh you look gorgeous."
Meanwhile, the show has been pulled from the schedule for weeks as it takes a break for summer.
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