The BBC has said on-screen presenters and contributors are “regularly reminded of the guidelines in relation to clothing” after Gary Lineker appeared to break rules by wearing outfits he advertises.

The Match Of The Day host appeared to be dressed in a T-shirt and jacket from the Next range he endorses during England’s opening Euros game against Serbia.

Fronting the BBC’s coverage of Sunday’s match, Lineker wore a pale green knitted T-shirt, to which he added a sage green jacket at half time.

Both items of clothing bear a striking resemblance to items from the Next X Gary Lineker range.

The green knitted regular fit T-shirt sells for £16 while the sage green linen blend jacket costs £55.

The BBC said it would not comment on individuals, but added: “Presenters/contributors provide their own wardrobe and all presenters/contributors are regularly reminded of the guidelines in relation to clothing, even if they are not doing proactive promotional work.”

BBC guidelines on conflicts of interest state: “Presenters or other individuals must not appear on-air wearing clothing or using products or services which they have agreed/been contracted to promote, advertise or endorse or in which they have a specific financial interest.”

The Next X Gary Lineker collection is described as “offering timeless appeal and classic cuts” and has been “edited by the legendary man himself”.

It is made up of “lightweight jackets, special event suits and easy-to-wear shirts that transcend day to night and work or play with ease.”