Nick Knowles admits he ‘regrets’ starring in Shreddies ad pulling him out of DIY SOS

Nick Knowles has spoken out about his violation of the BBC’s commercial guidelines.

Last year, the TV star was removed from a special edition of his hit BBC show of 23 Years DIY SOS after starring in an ad for the cereal brand Shreddies, which violated the broadcaster’s advertising rules.

Speaking of the incident, Nick admitted that while he regrets the “confusion” he caused with the ad, he took the job to make money during the pandemic.

Back on screen: Nick Knowles has spoken out for the first time about his violation of the BBC’s commercial guidelines. The star was cut from a special edition of his hit BBC show DIY SOS last year after he starred in an ad for the cereal brand Shreddies

Nick was replaced by comedian Rhod Gilbert for DIY SOS’ Children In Need special at the height of the drama, but returns to present a new series of the home makeover program, which will air on the BBC next week. is broadcast.

Nick played a handyman in the ad – a move that would go against the BBC a ban on TV talent from trading their on-screen personas.

Nick told The Sun about his decision to star in the ad: “You know, you have to earn and there was a period during the pandemic where there were just no shows being made. That job was not there and I have to take care of my family and an opportunity presented itself.

Rules: Speaking about the incident, Nick admitted he regrets the “confusion” he caused with the ad, but took the job to make money during the pandemic (pictured on DIY SOS)

‘Of course what I regret is the confusion that has arisen around it. I certainly wouldn’t have chosen to upset the BBC or disrupt the program in any way.’

Nick added that DIY SOS “is more important than just a job to me. I live and breathe it and have done it for 23 years. It’s really very important to me. “I’m just glad we all got to sit down and work our way through it.”

The BBC star confirmed in May 2021 that he would not be fired from DIY SOS over the ad that saw the company reverse their stance.

Nick told The Sun: “I’ve always said DIY SOS is more than just a presentation job for me, it’s part of me.

“It’s in my heart and working for the BBC for over 22 years is something I’ve never taken for granted.

Trouble: Nick played a track builder in the ad - a move that went against the BBC's ban on TV talent swapping their on-screen personas

Trouble: Nick played a track builder in the ad – a move that went against the BBC’s ban on TV talent swapping their on-screen personas

“I will continue filming new episodes of DIY SOS in the coming months and will be on your screens again next year wearing the purple shirts.”

Fans of the presenter, who once made as much as £300,000 in a year from his BBC work, took to social media at the time to defend the star.

Some even labeled the BBC “inconsistent” for getting on Knowles, while Gary Lineker, host of Match of the Day, continued to advertise Walkers chips.

One Twitter user said, “This is ridiculous. What is the difference between Gary Lineker selling Walkers Crisps? Very inconsistent policy?’

Defense: Fans of the presenter, who once made a staggering £300,000 in a year from his BBC work, took to social media at the time to defend the star

Defense: Fans of the presenter, who once made a staggering £300,000 in a year from his BBC work, took to social media at the time to defend the star

The section of BBC policy where Nick Knowles was suspected of violating

References to BBC content in advertisements

15.3.40: Advertisements or promotions involving talent must not imitate BBC content, reference or relate to or ‘pass through’, for example by replicating editorial elements of a programme, such as characters, logos, titles, channel names or music or images associated with the program, or by using or directly imitating sets or key locations, catchphrases, or formatting points from the content.

Advertisements should not mimic or “pass on” the role the talent plays in the program. No more than one BBC talent from the same program may be used in advertisements for any non-BBC related product. Multiple members of talent from different BBC programs are unlikely to appear in the same advertisement.

The ad must not discredit the BBC.

Another said: ‘If you think Nick Knowles broke the rules by thrashing Shreddies while firing Mr. Lineker for the Walkers ads?

“I know which one is better to watch and does more good!”

One Twitter user added: ‘The BBC likes to allow an overpaid Gary Lineker to post his bland, hypocritical opinions on social media, but let’s challenge Nick Knowles to doing a Shreddies ad.’

At a crunch Zoom meeting, Nick was told by the company’s bosses to either pull the ad off the air or shut down the show that helped launch his career.

MailOnline understands that the problem is the similarity between Knowles’ character in the ad and his role as a DIY SOS presenter – and whether it’s breaking a rule that prohibits stars from replicating their BBC roles in commercials.

The broadcaster’s strict rules state that any promotions involving on-screen talent must not imitate BBC content, suggest or convey a reference to or affiliation with the broadcaster.

Knowles has been organizing DIY SOS since 1999.

The show, which is produced by the BBC, sees a team of builders and volunteers transform a person’s home.

The person is nominated by their friends and family.

Knowles was listed as earning between £300,000 and £349,999 at the BBC in 2016-17, falling to £230,000-£239,999 the following year.

However, he was not mentioned in any reports for the following two years, indicating that Knowles earned less than the £150,000 threshold at which his salary is published.

Popular: Knowles has been organizing DIY SOS since 1999.  The show, which is produced by the BBC, sees a team of builders and volunteers transform a person's home (Nick pictured with the DIY SOS team in 2008)

Popular: Knowles has been organizing DIY SOS since 1999. The show, which is produced by the BBC, sees a team of builders and volunteers transform a person’s home (Nick pictured with the DIY SOS team in 2008)

Shreddies have not revealed how much Knowles paid for the ad, but an expert told MailOnline it could be in the region of £200,000.

In the ad, Nick plays a builder who pours a bowl of cornflakes into his hat, while calling himself “Nick get it done Knowles.”

But the BBC has strict rules for on-screen stars when they participate in on-screen advertising.

One rule prohibits stars from imitating BBC products.

Under the heading ‘References to BBC content in advertisements’ it reads: ‘Ads or promotions involving talent must not imitate, refer to or suggest a link to or ‘pass on’ BBC content, for example by using editorial elements of a programme. such as characters, logos, titles, station names, or music or graphics associated with the program, or by using or directly imitating sets or key locations, slogans or formatting points from the content.”

It also adds: ‘The BBC is trying not to put undue or unreasonable restrictions on talent, be it on-air talent or other production talent.

However, promotional activities, including commercial advertisements and endorsements, should not risk damaging the integrity of the BBC content with which they are associated, or harming the reputation of the BBC in general.

Nor should these activities undermine the personal reputation of the individual.

“Promotional work should not suggest support from the BBC, compromise the BBC’s values, discredit the BBC or give the public reason to doubt the impartiality or integrity of BBC on-air talent.”

The BBC has not revealed the bottleneck in Nick’s ad.

Earnings: Shreddies haven't revealed how much Knowles was paid for the ad, but an expert told MailOnline it could be in the region of £200,000

Earnings: Shreddies haven’t revealed how much Knowles was paid for the ad, but an expert told MailOnline it could be in the region of £200,000

Leave a Reply