BBC Orders James Blunt to Remove Sponsored Post

The BBC has instructed singer James Blunt to take down an online post that promoted a tweed suit he wore during the opening episode of "Celebrity Traitors." The suit, supplied by Cotswolds-based tailor Barrington Ayre, was priced at £1,695.

Blunt, 52, shared a BBC publicity photograph of himself in the suit on his X account days before the show's premiere. The post included a link to the tailor's X account and was captioned, "The name’s Blunt. James Blunt." Blunt has two million followers on the platform.

The BBC's editorial guidelines prohibit its talent from leveraging BBC programs or brands for advertising or promotional purposes. According to reports, neither the BBC nor Studio Lambert, the production company behind "Celebrity Traitors," were aware of Blunt's post until contacted by The Mail on Sunday.

A BBC insider stated that upon being alerted, the organization addressed the issue with all involved parties, leading to the removal of the post from X. "Celebrity Traitors" is a popular show, with individual episodes drawing live audiences exceeding ten million viewers.

Barrington Ayre also featured the same image of Blunt in the suit on its website. Managing director Tom Wharton asserted that the company had no formal commercial arrangement with Blunt and no prior agreement for him to wear the suit on the program. Wharton declined to comment on whether the suit was gifted or purchased by Blunt, stating, "I wouldn’t do that with any customer."

A spokesperson for James Blunt did not offer a comment.

Blunt is participating in "Celebrity Traitors" as one of the "Faithfuls" and has reportedly been well-received by both viewers and fellow contestants. The former Army Captain has taken a leading role in some of the show's group activities. Fellow contestant Miranda Hart humorously remarked on his commanding demeanor, describing it as "mildly erotic."