Gary Lineker is accused of breaching BBC rules AGAIN after appearing in his own range of Next clothing while live on air during England's opening Euros match

Gary Lineker is alleged to have broken BBC guidelines by wearing his own range of Next menswear while live on-air during England's opening Euros game.

Mr Lineker was sporting a pale green T-shirt and sage jacket from his collection with Next while presenting coverage of the England vs Serbia game on Sunday night.

The broadcaster launched his clothing line with the high street retailer in 2023 and models for the range online.

BBC guidelines state that presenters should 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 green shirt and jacket combo in question is modelled by Mr Lineker on Next's online store, retailing at £16 and £55.

BBC rules stipulate that presenters should declare any deals or endorsements to promote clothing.

Mr Lineker was also in trouble with animal rights activists PETA over the collection, after modelling a mohair jacket, which the organisation said is 'made from the hair of abused goats'.

Previously, the Match of the Day Host got into hot water during the 2018 World Cup for promoting a TM Lewin Shirt on Instagram that he wore on-air after becoming the face of the clothing brand.

The BBC branded it a 'genuine mistake' after they acknowledged it breached company guidelines.

Mr Lineker told OK! Magazine: 'I've always got my own clothes and I've always dressed myself on television. There's no wardrobe budget at BBC Sport so we all dress ourselves.'

During the 2022 World Cup, fellow presenter Alex Scott was warned by the BBC that she could not promote fashion brands while working for the broadcaster.

Ms Scott, who was an ambassador for Reiss, flaunted the rules after posting a selfie on Instagram, wearing a suit from the brand while in the BBC studio in Qatar.

Other presenters have been told off by the corporation for promoting products, goods and clothing they have used while on-air.

BBC Breakfast presenter Dan Walker was accused by The Times of wearing and posting about sponsored products while working on programming for the broadcaster including Strictly Come Dancing.

Other 'on-air' talent who have broken the rules include Countryfile's Helen Skelton, The Apprentice's Karren Brady and Top Gear's Paddy McGuiness.

The BBC said it would not comment on individuals, but a spokesman told The Telegraph: '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.'

Lineker has a long history of own goals and gaffes - most of which involve playing with fire when it comes to breaching the BBC's social media guidelines.

In January this year, he reposted a statement from a pro-Palestinian campaign calling for Israel to be removed from  all global tournaments 'until it ends its grave violations of international law' in relation to the ongoing conflict in the Middle East.

A month prior, the Match of the Day host was among a group of celebrities to sign a letter calling for the government to axe its Rwanda scheme.

He subsequently became embroiled in a war of words with Grant Shapps - who had claimed he 'should stick to football and stop meddling in other matters'.

The presenter wrote alongside the photo: 'A tad rich coming from someone who can't even stick to one name. 4 chaps Shapps'.

Mr Shapps' use of various alter egos has previously attracted media commentary. 

Lineker also hits back at Tory chairman '30p Lee' Anderson who had said the British people wanted to 'stop the boats and tell overpaid crisp salesmen to put a sock in it'.

In March last year, the former England footballer shared a video of then Home Secretary Suella Braverman announcing details of her new Illegal Migration Bill with the comment, 'Good heavens, this is beyond awful'.

He also tweeted that the measures were 'immeasurably cruel'. When another user accused him of being 'out of order', the former England footballer responded: 'There is no huge influx. We take far fewer refugees than other major European countries.

'This is just an immeasurably cruel policy directed at the most vulnerable people in language that is not dissimilar to that used by Germany in the 30s, and I'm out of order?'

In February last year, he appeared to mock Rishi Sunak's landmark EU deal over Northern Ireland, while he also shared a video calling for illegal immigrants arriving on small boats to be granted citizenship - and blamed Brexit for delays at the airport.

In January last year, he retweeted a post calling Ms Braverman utterly devoid of sensibility' after her exchange with a Holocaust survivor.

And in 2022, he criticised the Tories and former PM Liz Truss, sparked a row about pumping sewage into the sea, and defended Just Stop Oil protesters who stormed the British Grand Prix.

Lineker's outbursts date back a long way, including in 2016 when he tweeted: 'The treatment by some towards these young refugees is hideously racist.'

Following the backlash, Mr Lineker tweeted: 'Getting a bit of a spanking today, but things could be worse – imagine, just for a second, being a refugee having to flee from your home.'

When someone replied saying they hoped he would lose his job because he 'deserved it', Lineker hit back, saying: 'I won't'.

Two years later, he appeared to slam the Tories again, who at the time were holding a no-confidence vote in former PM Theresa May.

'Extraordinary to watch us take our country back and rip it to shreds in the process,' he wrote in one tweet, before later retweeting David Cameron's calls for the Conservatives to back Mrs May, which Lineker shared with crying-with-laughter emojis.

It sparked fellow BBC Sport broadcaster Jonathan Agnew to say he would 'be sacked' if he followed Lineker's example on social media.