Gary Lineker appears to wear his own clothing range during Euros coverage | Gary Lineker

The BBC has said on-screen presenters and contributors are “regularly reminded of the guidelines in relation to clothing” after Gary Lineker appeared to be wearing his own range of clothing on air.

While fronting the coverage for the BBC for England’s opening Euros game against Serbia on Sunday, the Match of the Day host wore a pale green knitted T-shirt, and put on a sage green jacket at half-time.

The clothing appeared to come from the Next X Gary Lineker range, with the green knitted regular fit T-shirt selling for £16 and the sage green linen blend jacket costing £55.

The BBC said it would not comment on individuals, but a spokesperson said: “Presenters/contributors provide their own wardrobe and all presenters/contributors are regularly reminded of the guidelines in relation to clothing, even if they are not doing proactive promotional work.”

BBC guidelines on conflicts of interest state: “Presenters or other individuals must not appear on-air wearing clothing or using products or services which they have agreed/been contracted to promote, advertise or endorse or in which they have a specific financial interest.”

The 63-year-old broadcaster launched a range with the high street retailer Next in 2023.

The retailer says the range offers “timeless appeal and classic cuts”, and is made up of “lightweight jackets, special event suits and easy-to-wear shirts that transcend day to night and work or play with ease”.

Lineker – the BBC’s highest-paid presenter in last year’s annual report – also breached the rules during the 2018 World Cup by wearing a TM Lewin shirt on Instagram after becoming the face of the clothing brand.

The BBC said Lineker had breached guidelines, but said it was “a genuine mistake”. Speaking about the matter to OK! Magazine, Lineker said: “I’ve always got my own clothes and I’ve always dressed myself on television. There’s no wardrobe budget at BBC Sport so we all dress ourselves.”

Other presenters have been reprimanded for promoting brands. In 2022 the presenter and former footballer Alex Scott, a brand ambassador for Reiss, was told by the BBC to stop promoting items from the clothing brand while presenting World Cup coverage in Qatar.

In a post wearing Reiss clothing she tagged the retailer in the photo, writing in the caption: “Work Vibing World Cup stuff with @bbcfootball @bbcsport.” A BBC spokesperson told the Daily Mail that it had addressed the issue with the broadcaster directly. “We have spoken with Alex, who has removed the tag and will not be repeating this,” they said.

The BBC Breakfast presenter Dan Walker was also accused of wearing and posting about sponsored products, while other on-air talent who have been accused of breaking the rules include Countryfile’s Helen Skelton, The Apprentice’s Karren Brady and Top Gear’s Paddy McGuiness.