Nick Knowles is supposed to face the DIY SOS ax after 22 years as a longtime sow host, during a behind-the-scenes argument at a cereal commercial.
The TV presenter, 58, plays a constructor role in a new Shreddies commercial, which is said to strictly violate BBC advertising rules.
During a Zoom meeting in April, business leaders told Nick he should either withdraw the ad or quit the show that helped launch his career, The Sun reports.
Advertisement: Nick Knowles reportedly faces DIY SOS ax over behind-the-scenes argument over cereal ad
A source said: ‘Nick is in absolute turmoil about the whole situation because he loves the Beeb.
But they have very strict guidelines when it comes to their talent and publicity and he’s already broken them by filming the commercials. But Shreddies does not want to withdraw the campaign.
“ Although Nick is technically a free agent, he appears to have used his connection to DIY SOS in advertising, which is totally irrelevant in the eyes of the BBC. ”
The source added that Nick was given an ultimatum and his future on DIY SOS may already be out of his hands.
Rules: TV presenter, 58, plays a builder in a Shreddies commercial that allegedly breaks BBC advertising rules (pictured on DIY SOS)
In a joint statement the BBC and Nick told MailOnline: ‘The BBC and Nick are keen to resolve this issue and are working together to find a solution’.
Nick has hosted DIY SOS since 1999, with each episode seeing a team of builders and volunteers transform the home of someone who has been named by friends and family.
In the Shreddies ad, Nick plays a builder who pours a bowl of cereal in his hat, while calling himself “Nick, do it, Knowles.”
Meeting: According to The Sun, company bosses told Nick during a Zoom meeting last month that he should either withdraw the ad or quit DIY SOS
A source said: ‘They have very strict guidelines when it comes to their talent and publicity and he’s already broken them by filming the commercials. But the Shreddies don’t want to withdraw the campaign ‘
It comes after Nick previously insisted he had “ absolutely no intention ” of leaving DIY SOS after joining rival broadcaster Channel 5 to host two new shows.
The show’s long-term future appeared to be uncertain after the star revealed he would be appearing in the upcoming Your Life On Your Lawn and Home Improvements programs.
But the presenter – who is not exclusively under contract with the BBC – has since confirmed that he will definitely return, as a new series is ordered.
He told MailOnline: ‘SOS DIY is the most important thing I do and it always means more to me than just a show. Seeing people come together representing the best of communities is more important than ever.
Not Happening: Nick previously insisted he had ‘absolutely no intention’ of leaving the BBC on DIY SOS after joining rival broadcaster Channel 5 to host two new shows
“I have absolutely no intention of leaving DIY SOS – it’s not just a job for me, we are family and that is close to my heart.
The BBC has since confirmed that there are no plans to remove DIY SOS, while insisting that Nick is not required to engage exclusively with BBC content.
A BBC spokesperson told MailOnline: ‘There is no doubt that DIY SOS will return to BBC One, and filming will resume as soon as we can keep our contributors and volunteers safe on the builds for now.
“Nick is not exclusive to the BBC and like many presenters he works in a range of services.”
The show first aired in 1999, changing its name to DIY SOS: The Big Build in 2010, and has been a staple program on BBC One ever since.
Unsure: The future of the hugely popular show appeared to be uncertain after Nick revealed he would be appearing in the upcoming Your Life On Your Lawn and Home Improvements programs (Nick pictured with the DIY SOS team in 2008)