A recent promo for Channel Nine's Today show 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.