BBC garden and greenhouse expert Alan Titchmarsh has sparked controversy over his decision to work with B&Q.
The presenter, who is filming a new series for the publicly-funded broadcasting corporation, is providing horticulture information for the garden centre chains customers.
However, both the BBC and B&Q have hit back at claims that he may have broken the conflict of interest rules in his contract.
B&Q horticulture manager Steve Guy explained that he is simply supporting the firm with advice for its clients.
"Alan Titchmarsh is not endorsing our products," he said. "There is no plan for him to appear in B&Q TV adverts. He’s helping with information to help get people gardening."
The expert has a number of things in the pipeline, with Alans Garden Secrets set to start filming soon and the presentation of the BBCs coverage of the Royal Horticultural Societys Chelsea Flower Show this summer.
Titchmarsh is also known for his roles as presenter of the Alan Titchmarsh Show, Gardeners World and Groundforce.