Kamis, 28 Juni 2012

Lorraine show fashion guru accused of plugging Debenhams on air does NOT favour brand in his segments, store says

Lorraine show fashion guru accused of plugging Debenhams on air does NOT favour brand in his segments, store says

  • Mark Heyes accused of favouritism towards department store who pay him as brand ambassador
  • Source suggested he uses too much of store's clothing in his weekly slot
  • But department store says Heyes uses Debenhams entirely in line with other big brands on the show

By Sadie Whitelocks

PUBLISHED: 11:07 EST, 27 June 2012 | UPDATED: 05:39 EST, 28 June 2012

Debenhams has come out to defend a freelance television stylist accused of plugging their brand on air.

Reports in the Mirror suggested that Mark Heyes, a fashion expert on ITV's Lorraine who is also employed as a brand ambassador for Debenhams, seemed to show favouritism towards the department store over other brands during his weekly slot.

They also noted that Heyes sits on a judging panel for Lorraine's annual High Street Fashion Awards, which for the past two years has crowned Debenhams Best Department Store. 

But Debenhams outright deny the claims of favouritism, saying in a statement that Mark uses Debenhams' products 'entirely in line with the other big brands he uses on the show.'

They also point out that the Best Department Store award is decided by public vote and that Heyes' role with Debenhams 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

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

A source at the Mirror said that producers had warned Heyes that continual mentions of particular brands represents a potential conflict of interest.

They said: '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.'

But Debenhams said today that their relationship with Mark is something that has always been out in the open, and something that has never crossed any editorial lines.

'We have a professional relationship with Mark that ITV have always been aware of,' a spokesman told MailOnline.

'It is wrong to suggest that this positively influences his decisions and the Lorraine Show came to the same conclusion.'

'We remain proud of our Department Store of the Year win especially as this award was voted directly by Lorraine viewers.'

Screen stylist: Mark with models showcasing some of his high street ensembles

Screen stylist: Mark with models showcasing some of his high street ensembles

ITV bosses are reported to have said 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.

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.'

Holly Willoughby Gino D'Acampo

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


Here's what other readers have said. Why not add your thoughts, or debate this issue live on our message boards.

The comments below have not been moderated.

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I watch BBC Breakfast now and switched over from Daybreak a while back and I stopped watching LK when she returned from her sick leave. The thought of watching Lorrraine and Aled Jones when they take over is too hideous to bear. And Mark Heyes is a complete joke. Why would anyone take fashion tips from a man who looks like his mum still dresses him?

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You obviously arent like the sheeple that after have the latest fashion item its rediculous its sad seeing how men dress these days many look like there dressed in womens clothes i feel bad for them men aswel there so dumbed down they dont realise how rediculous they look hmmm :/ anyway you dont need to get upto date be you dont be a follower - Kate, UK, 28/6/2012 3:51 I might have red-arrowed this if I was able to decipher it. "After have" the latest fashion item????!!!!!

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Mark Heyes " Fashion Guru"????!!!! Honestly??!! If all it takes to be a fashion guru is to follow trends and stick women in head to toe high street then guru it is... Im all for using high street but for god sake its sad to see women dressed in boring generic clothing... Then again it is Lorraine...

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I don't know how this man can be described as a stylist. His sense of 'style' is shocking. At best predictable and at worst downright terrible. I don't think he cares what people actually look like as long as they're dressed in the latest fashions and look 'on trend'.

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Lorraine Kelly is to fashion what David Cameron is to child minding. She is a terrible frump. - Alf Artagen, Glasgow Scotland, 27/6/2012 20:59.. and if you would say no, if she oftered it to you on a plate, i know i wouldnt

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Pap Matt, Sutton Coldfield (Bankrupt Britain), 28/6/2012 00:22 You obviously arent like the sheeple that after have the latest fashion item its rediculous its sad seeing how men dress these days many look like there dressed in womens clothes i feel bad for them men aswel there so dumbed down they dont realise how rediculous they look hmmm :/ anyway you dont need to get upto date be you dont be a follower - Kate, UK, 28/6/2012 3:51 Any chance of you following the spelling, grammar and punctuation rules of the English language?

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....more like Debenham's have'nt paid enough for the advertising they got. This show, like so many others promotes the same stuff over and over (they have a 'celebrity' hairstylist and guess what...he has his own brand to promote) They are ALL scratching one another's backs !!!

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holly is frumpy and dresses ,behaves and looks like my 90 year old neighbour ........she's a dog - the thinker, uk, 27/6/2012 18:30 y'know when people have to make comments like this we know who the dog really is......

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So if was in plugging a new book or DVD it would have been OK?

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Pap Matt, Sutton Coldfield (Bankrupt Britain), 28/6/2012 00:22 You obviously arent like the sheeple that after have the latest fashion item its rediculous its sad seeing how men dress these days many look like there dressed in womens clothes i feel bad for them men aswel there so dumbed down they dont realise how rediculous they look hmmm :/ anyway you dont need to get upto date be you dont be a follower

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