Today ended an interview with England cricketer Jimmy Anderson with the plug.
The BBC has apologised following complaints from listeners that its flagship Today programme promoted Brut aftershave.
The Radio 4 show caused controversy when it ended an interview with England cricketer Jimmy Anderson with the plug.
Sports presenter Garry Richardson told listeners: “Jimmy Anderson, who was speaking to us in conjunction with Brut aftershave, who he is an ambassador for.”
A spokeswoman for the BBC said: “This was a mistake. It should not have happened.
“We apologise and the programme’s sport production team is being reminded of the editorial guidelines on product prominence.”
Listeners complained on Twitter that the BBC, which has strict guidelines on the mention of commercial products, was advertising Brut aftershave.
Last year, another Radio 4 show, Desert Island Discs, had to be re-edited after listeners heard castaway Michael Buble pick a Rolex watch as his luxury item without knowing he fronts the brand.
The 41-year-old crooner was a guest on the famous Radio 4 show when he spoke about his rise to fame and how he handled it “very poorly”.
Michael’s connection to the watchmaker, as brand ambassador, was mentioned during the recording of the show, but edited out of the final broadcast.
Evening Standard editor Sarah Sands is due to take over as the new editor of Today later this year.