Strictly's Katya Jones Faces Scrutiny Over Commercial Deal
BBC bosses have reportedly warned the professional dancer about using her show's fame for personal gain.
Strictly Come Dancing professional Katya Jones is reportedly facing scrutiny from BBC bosses over a recent social media advertisement. Jones, 37, has been accused of flouting rules by leveraging her position on the popular dance show for personal commercial gain.
On Monday, Jones posted an advertisement for Magic.fit, a company selling an AI-powered smart mirror that offers personalized workouts. She has partnered with the company to create her own dance program, which promises users the ability to train like a "Strictly professional" at home. The advert begins with Jones asking, "Ever wondered what it's like to train with a Strictly professional?" before showcasing the product.
Sources indicate that BBC executives have intervened because the advertisement appears to commercially exploit the Strictly brand. "There is no problem with Katya having commercial deals, but there are strict rules around using Strictly and the BBC brand to make money," a source told The Sun. "She was effectively selling people the chance to train with a Strictly professional, at exactly the time Strictly is back on television." Jones has reportedly been reminded of these regulations and advised to be more cautious.
BBC Studios issued a statement confirming their oversight of such activities. A spokesperson stated, "We have clear guidelines around Strictly talent's commercial activities while working with the BBC, and we regularly remind contributors of their obligations in this area."
The incident follows a separate discussion surrounding Jones's on-air comments. Following a performance by contestant Lawrence Robb, viewers observed Jones appearing to mouth a comment to a fellow professional. Former Strictly contestant Ed Balls discussed the moment on Good Morning Britain, initially suggesting Jones had commented on Robb's appearance. However, Jones reportedly clarified via WhatsApp that she had said "fierce," not "fit."