The makers of reality show The Apprentice have been forced to re-edit every episode of the forthcoming series following an investigation by the Broadcasting Commission Of Ireland (BCI).

The Sunday Tribune has learned that the producers of the programme had to have four solicitors view all 13 episodes to make sure that there was no overt "product placement".

One episode of the show last season contravened the advertising code, by giving "undue prominence" to Renault products and logos, a company linked to programme mentor Bill Cullen.

Larry Bass, CEO of Screentime ShinAwiL, the company which makes The Apprentice, said, "After the BCI's investigation into the show last year, this season we have been incredibly careful. Each episode of the new series was viewed by four lawyers, a lawyer representing us, a lawyer representing TV3, and two outside lawyers to make sure that, in their opinion, no product was given undue prominence."

This vetting procedure led even to mentor Bill Cullen having to tone down his sunny disposition.

"Bill, being a very positive person, was very positive sometimes introducing tasks and sponsors," said Bass.

"The lawyers pointed out he was saying too many nice things and asked us to take some of them out. In the case of products, the lawyers noted in one shot a box of Benson & Hedges cigarettes on top of a TV and because coverage of cigarettes is banned, we had to take that out. Without these legal screenings, we might not have noticed."

The BCI found that one episode of last season's The Apprentice had given "undue prominence" to one product, but ruled overall that the series was not in breach of the general advertising code.