A recent promo for Channel Nine's Today show in Australia is almost word-for-word the same as a promo for BBC Breakfast aired in 2016. And the similarities haven't gone unnoticed at the UK's national broadcaster.

The BBC has described the Today ad as "copied, at moments word for word" from its 2016 promo, and made its own video comparing the two ads.

For a start, the concept for both ads is the same: the hosts of the breakfast TV shows are chatting to each other but also to the families watching at home and giving them useful information to start their day. In both ads, the hosts are seen saying "Good Morning" to each other and then to the mum at home.

In the BBC Breakfast ad, a man is shown leaving his keys on the table after the hosts tell him about rising petrol prices. In the Today ad, the bloke listening to hosts talk about petrol prices is already on the bus – then Georgie Gardner tells him he's reached his stop.

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In one of the more damning moments, both the BBC host and Karl Stefanovic are shown calling out to a schoolboy viewer – named Jack in both versions – to let him know his toast is burning.

Channel Nine's response did not directly address the accusations.

"The promo, one of several campaigns to promote Today, ran for a short period over our summer break. It has not appeared on air for more than two weeks."

The BBC has been contacted for comment.