'The One Show' host Adrian Chiles is reported to have been told by the BBC to shave off his newly-acquired beard.
In recent weeks Chiles has been sporting a beard and this has coincided with an increase in the audience the BBC One programme has been attracting with 7.2 million watching last week.
However the Sun reports that an insider on the show has said "Adrian's bush has not gone down well with petty-minded BBC execs. They reckon he doesn't look right, a bit scruffy, like he hasn't bothered to get ready properly."
42-year-old Chiles has said that he was about to shave off the beard when BBC news journalist Kirsty Young told him to leave it on. He said he has also received compliments on the look from guest Davina McCall.
The Sun has now begun a mini campaign to smash 'beardism' on TV with presenter Justin Lee Collines commenting: "Wearing a beard is every man's right."
A bearded Noel Edmonds said: "Ade shouldn't be put off by criticism."
