The daily magazine show came under fire for a segment which saw presenter Alex Jones discuss hair upkeep under lockdown with celebrity hair stylist Michael Douglas.
Douglas told viewers: “If you want to cover grey hairs and do your roots, it is really easy to do that.
“The stuff that you buy in the supermarkets is exactly the same stuff that gets used in the salons. Don’t worry about somehow thinking that it’s inferior or it’s not going to work as well. It works exactly the same.”
However, frustrated viewers felt that Douglas’ advice could be damaging to the industry at a time when hair salons have already been forced to close due to the coronavirus outbreak.
Addressing the 287 complaints on their website, a BBC spokesperson wrote: “The One Show had been contacted by a number of viewers asking if they could go to the hairdressers given the current advice about social distancing.
“We therefore decided to include this item which looked at whether we should be cutting hair ourselves. We gave viewers some simple advice to help them feel confident about managing their hair until they are able to get their hairdresser to do the job properly.”
They continued: “Our hairdresser did suggest people should seek advice from their hairdressers and we believe viewers would be aware of the need to carefully check the instructions for any product they buy.”