The BBC has instructed singer James Blunt to remove a social media post promoting a £1,695 tweed suit he wore in the opening episode of the reality series Celebrity Traitors. Blunt, 52, shared a promotional image on his X account featuring the suit alongside BBC and Celebrity Traitors logos, with a link to Barrington Ayre, the Cotswolds-based tailor that supplied the garment. The post appeared days before the series premiered.
Blunt’s post, which included the caption “The name’s Blunt. James Blunt,” was deemed a violation of BBC editorial guidelines. These guidelines prohibit BBC talent from using BBC programs or brands for commercial advertising or promotion. The BBC and Studio Lambert, the production company behind the show, reportedly became aware of the post only after being contacted by the press. A BBC insider said the broadcaster moved quickly to ensure the post was removed from X.
Barrington Ayre also used the same photograph of Blunt wearing the suit on its website, drawing further attention to the garment. The managing director of the tailor, Tom Wharton, emphasized that there was no formal commercial partnership with Blunt and no prior agreement regarding the suit’s use on the program. Wharton declined to disclose whether the suit had been purchased or gifted.
Blunt, known for his 2005 hit “You’re Beautiful” and a former army captain, has gained popularity on Celebrity Traitors as one of the group of contestants known as Faithfuls. He has taken a leadership role during group challenges and has drawn attention from fellow participants, including comedienne Miranda Hart, who publicly expressed amusement at his commanding demeanor.
The reality competition, filmed in Scotland, features celebrities attempting to identify and eliminate "traitors" among them in pursuit of a cash prize. Insiders reveal that tensions were notably high during this season, with stress and paranoia affecting cast members both on and off screen. Unlike the previous celebrity iteration of the show, which was reportedly more lighthearted, this season became fraught with conflict following contentious eliminations during the “round table” voting. For example, the removal of actress Myha’la and Coronation Street alumna Julie Hesmondhalgh–rather than mathematician Professor Hannah Fry, who was a Traitor–contributed to rising tensions.
Sources describe a stressful environment during filming, where contestants were isolated from outside communication and found it difficult to relax even in private lodgings. Several contestants, including comedian Rob Beckett and James Acaster, exhibited signs of distress. Beckett’s unusually high-energy behavior reportedly unsettled others on set, while Acaster, who joined the game as a Traitor in the second episode, became visibly anxious, prompting a temporary pause in filming to address his welfare. Acaster’s discomfort was apparent to viewers, evident in his repeated admissions of struggling with deception on the show.
Other cast members, such as actor Ross Kemp—known for his role on EastEnders—have also shown increasing signs of paranoia throughout the series. The BBC emphasized that contestant wellbeing remains a priority despite the intense nature of the competition.
During production, participants’ agents and publicists had no access to their clients and were left without influence over how the contestants were portrayed or edited. The lack of contact between players and their teams added another layer of pressure on the celebrities as they navigated the high-stakes psychological game.