Bake Off plug for fridges gets cold shoulder

The Great British Bake Off has run into trouble after breaking the BBC’s own editorial standards.

One viewer wrote in to the Radio Times to complain that the Smeg fridge freezer company logo was seen on screen 37 times in one episode of the series, which features Mary Berry and Paul Hollywood.

Andrew Smith, from Manchester, complained the firm’s website boasted it had “once again teamed up with the show to supply six iconic ... fridge-freezers”.

Sign up to our daily newsletter

The i newsletter cut through the noise

Emma Willis, the show’s executive producer, said there was “absolutely no product placement in the series”.

She said the BBC asked Smeg to remove the offending claim from its website which had gone up without its “blessing”.

A BBC spokesman said: “It is inevitable due to the nature of the show, the baker’s activities and the set, that some equipment will be seen in shot but production are always looking to minimise product prominence where possible.”

He added: “As part of a general review we have found that a few of the supply arrangements need a clearer process.

“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.”