Winter Olympics pundit Chemmy Alcott was once banned by the BBC from promoting her clothing range on television. The thrilling 2026 Winter Olympic Games in Milan and Cortina has reached its midway point, with Alcott serving as part of the BBC's panel of pundits.

The 43-year-old competed in four Winter Olympics and seven World Championships, securing the British national championship crown seven times before stepping away from international skiing in 2014. Following her retirement from competitive winter sport, she moved into broadcasting, initially working as a commentator for Eurosport before joining the BBC for its 2018 Games coverage and quickly winning over audiences.

She became lead presenter on Ski Sunday in 2021, replacing Graham Bell, although her time on the programme has not been without controversy. Since 2019, Alcott has served as an ambassador for skiwear brand Snow Finel and has also designed some of their clothing collections.

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In 2022, she was seen wearing knitwear from the brand while presenting Ski Sunday and providing coverage of the Winter Olympics. That resulted in a stern dressing-down from BBC executives, who gave her a "reminder of the BBC's guidelines in relation to commercial conflicts of interest".

BBC rules prevent 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". But she landed herself in hot water again 12 months later after wearing Snow Finel items during the first two episodes of a new Ski Sunday series.

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The BBC later confirmed the pundit and presenter had been "spoken to" and banned from wearing the garments in question on air again. A BBC representative announced: "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 fall foul of these rules, with legendary Team GB cyclist Dame Laura Kenny also reportedly "spoken to" by bosses after being accused of promoting luxury clothing brands on air during the 2024 Olympic Games in Paris.

Presenter Alex Scott likewise received a telling off from the BBC after plugging a clothing brand on social media while working for the broadcaster at the 2022 FIFA World Cup. The ex-England international, who is an ambassador for Reiss, tagged the brand in an Instagram post showing her in one of their suits while in the studio, even tagging the BBC in the post caption in a clear violation of their commercial guidelines.

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