Love crosses BBC guidelines with Smeg fridges in Bake Off
04 September 2012
Love Productions has stepped outside of BBC guidelines by taking Smeg fridges on loan at no cost from the manufacturer to use on The Great British Bake Off.
The guidelines make it clear that proper payment should be made to hire equipment that is visible on screen.
The corporation admitted the transgression after a viewer’s letter was published in the Radio Times referring to “blatant product promotion”.
The BBC said that it was inevitable that some branded equipment would be seen in shot, but efforts were made to “minimise product prominence”. The Corporation added: “We are working with Love Productions to put in place additional measures to ensure that sourcing and supply of equipment is clear in relation to our guidelines and a consistent approach is adopted in future.”