BBC in new row as Nigella is accused of Waitrose product placement

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The claims come after the first episode of Nigella Express on BBC2 which showed three occasions where she appeared to be using the store and its products.

In the show, Miss Lawson was seen taking a packet of Waitrose pork chops from the shelves, while another showed her fridge full of the supermarket's goods.

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Breach of BBC policy?: Nigella Lawson

She was also seen travelling to Waitrose by taxi.

While there were no close-up pictures of any branding, viewers claim the store was still clearly recognisable. BBC guidelines ban product placement.

A TV insider said: "I would have expected BBC compliance people to say wait a minute.

"Even if it was not intentional it is a bit naive of the BBC as it is their duty to police this sort of thing." The BBC said a number of different shops were used for the series.

There is no suggestion that Miss Lawson has any financial link with Waitrose.

Miss Lawson's spokesman said the shop was local to her and said there was no issue of bias or product placement because she does not have a contract or affiliation with any store.

The BBC said: "We absolutely refute any claims of product placement. The programme was produced within BBC guidelines."