Lorraine show fashion guru hauled out by ITV chiefs for plugging Debenhams on air
Mark Heyes accused of favouritism towards department store who pay him as brand ambassador
Executives say he uses too much of store's clothing in his weekly slot
Debenhams voted top department store in Lorraine's High Street Fashion Awards two years running
16:17 GMT, 27 June 2012
A freelance stylist has been slammed by television executives for plugging a high street brand on air.
Mark Heyes, a fashion expert on ITV's Lorraine who is also employed as a brand ambassador for Debenhams, was caught-out after he continually favoured the department store over other brands during his weekly slot.
It has also been noted that Heyes sits on a judging panel for Lorraine's annual High Street Fashion Awards, and for the past two years
Debenhams has been crowned best Department Store. However a spokesperson for the show insists that the accolade is publicly-voted and that Heyes' role outside the show does not affect editorial decisions.
Mark Heyes, a fashion expert on ITV's Lorraine who is also employed as a brand ambassador for Debenhams has been warned about product placement
Producers have warned Heyes, who interviewed Coleen Rooney this week as part of his broadcasting role, that continual mentions of particular brands represents a potential conflict of interest.
show source told The Mirror: 'Mark has used Debenhams on screen in the past but
one of the executives raised the issue with regards to his relationship
with the brand and his on-screen job.
'After that there were some serious conversations and Mark has been reminded about what he can and cannot do.'
It has been claimed that other daytime presenters including Holly Willoughby and Gino D'Acampo have also been flagged up in regards to product placement.
Screen stylist: Mark with models showcasing some of his high street ensembles
ITV bosses added that it is important that there is no favouritism for any brand on the show and products should be selected on the way they look, not on which label they come from.
They highlighted that since 2010 rules had become stricter as Ofcom altered its guidelines for product placement on TV.
Any matters regarding prohibited references to products and services must now be discussed and resolved with the talent and their agent.
On the subject of the High Street Fashion Awards an ITV spokesperson insisted they were voted for by 10,000 members of the public.
Heyes, who was previously listed as one of the Top 100 Most Influential People in the Fashion Industry by The Guardian, has said that he has learnt his lesson and
is now back on screen working.
The spokesperson added: 'ITV ensures that all of its talent are aware of and comply with the Ofcom code on product placement and undue prominence. This is an ongoing dialogue.'
In the spotlight: Miss Willoughby has previously worn a number of her own dresses from the brand Very while Gino often wears bright, eye-catching watches