Tony Adams has been accused of allegedly breaking the BBC's advertising rules after wearing his own clothing brand on Strictly Come Dancing.
The former footballer, 56, wore tops from his own brand during dance rehearsals with clips of which were aired at the weekend.
Ahead of their special performance for the BBC centenary celebrations, a clip was played that showed viewers how Tony and his professional partner Katya Jones had been getting on in training the previous week.
The VT featured Tony wearing a blue collared shirt and a white round neck T-shirt from his own clothing brand, which he launched back in 2019.
The Sun reported that a show insider said: "Tony wasn’t clear on the rules. He didn’t think he was doing any harm. He was just dancing in clothes he feels comfortable in, which just happened to be part of his collection.
"Strictly bosses are going to have a word with him and ensure he’s in line with their rules for this weekend’s show."
On the BBC’s website, it says that "all advertising must be clearly presented as commercial content, distinct from editorial content'".
It states: "The nature of an advertising relationship must be transparent so that it is clear to the audience that they are seeing a commercial message. Surreptitious or subliminal advertising is prohibited."
In previous weeks, Tony has covered up the branding from other sportswear firms during rehearsals earlier in the show, which has included an Umbro England top he played in during the 1998 World Cup.
He also wore an England tracksuit top back-to-front for one on-camera piece to hide the branding.
After launching his own brand in 2019, Tony used his own children to model the range.
The clothes are available to buy on his website as well as his best-selling books.
The logo of the brand is Tony's Arsenal goal celebration against Everton in 1998, when he scored the final goal in a 4-0 win to secure the Gunners’ Premier League title while wearing his number six shirt.
Since then, the celebration has been made into a statue outside the Emirates Stadium.
Tony has managed to improve on his dancing skills while taking part in Strictly Come Dancing.
He has managed to progress into Halloween Week despite being at the bottom of the leaderboard last week.
The former footballer performed a cha-cha-cha to the Grandstand theme but Tony and Katya managed to avoid the dreaded dance-off for another week.
Head judge Shirley Ballas told him: "I love you dearly. Keep going because you’re what the show is all about."
Tony and Katya are currently at 40-1 to win, with CBBC star Hamza Yassin and pro partner Jowita Przystał the current bookies’ favourites.
The Mirror have approached the BBC for comment.
