Strictly Come Dancing professional Katya Jones has been warned by BBC bosses after using her role on the show to promote a fitness product on social media.
The 37-year-old Russian dancer partnered with Magic.fit, a company selling an AI-powered smart mirror promising personalised workouts, to create her own dance programme.
In an advert posted on Monday, she asked followers: "Ever wondered what it's like to train with a Strictly professional?" and told them they could be "Strictly trained in the comfort of your own home".
She is then seen demonstrating the product, which claims to track users' movements and provide feedback as they exercise.
The promotion prompted BBC chiefs to step in, as the broadcaster has strict rules preventing stars from commercially exploiting its programmes for personal gain.
A source told The Sun that while Jones is permitted to hold commercial deals, there are strict rules surrounding the use of the BBC brand to make money.
"She was effectively selling people the chance to train with a Strictly professional, at exactly the time Strictly is back on television," the source said. "She has been reminded of the rules and told she needs to be much more careful."
Bosses have reportedly asked the dancer to edit the video and the related social media copy.
A BBC Studios spokesman told the Daily Mail: "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."
Viral moment explained
The warning comes after Jones clarified what she mouthed during the first live show of the 2026 series, following a performance by actor Lawrence Robb.
After the 34-year-old actor, who plays Mackenzie Boyd on ITV's Emmerdale, performed a Paso Doble to Aperture by Harry Styles with partner Jowita Przystał, cameras caught Jones turning to new professional Aleksandra Isaeva.
Viewers noticed her mouthing a word they believed was "fit", prompting speculation on X. Comments included "Did Katya call Lawrence fit???", "Katya looking for another Strictly dalliance", "What did Katya say?", and "Haha Katya mouthing 'fit' after Lawrence's dance".
Robb, who is in a relationship with West End performer Pamela Blair after they went public at the 2024 Bafta Scotland Awards, earned 20 points for the routine. The total included a four from Craig Revel Horwood, fives from Motsi Mabuse and Shirley Ballas, and a six from Anton Du Beke.
Former shadow chancellor Ed Balls, who partnered with Jones on the show in 2016, discussed the moment on Good Morning Britain on Monday, telling viewers "it was pretty clear she said 'he's fit'."
He added: "Knowing Katya, I think she probably said fit," prompting co-host Susanna Reid to reply: "Here we go! It's confirmed!"
However, Balls updated viewers on Tuesday to reveal that his former dance partner had contacted him.
"In my heart of hearts I still think that, but she sent me a WhatsApp and it said 'I said fierce'," Balls said. "Katya has always told me the unvarnished truth so it must be true."
Topping the leaderboard
The first live show of the series was full of twists, as viewers warmed to a lineup previously dubbed the "worst ever", although the hosting trio still failed to impress.
Jones, the show's longest-serving professional, topped the leaderboard alongside YouTuber John Nellis with a score of 31 for their Foxtrot to Ordinary by Alex Warren.
The 33-year-old, who is the face of a football-focused channel and does not have a Wikipedia page, was arguably the least known contestant but blew the audience away. The pair are now bookies' favourites to win, with Coral offering odds of 9/4.
The 2026 contestants
The full roster of celebrities competing in this year's series alongside Nellis and Robb includes stars from television, sport and social media.
Lacey Turner
The 38-year-old actress, best known for playing Stacey Slater on BBC's EastEnders, said: "I'm so excited and terrified at the same time but I've had so many friends do Strictly and I thought it was about time that I plunked up the courage and made my way onto that dance floor."
Delta Goodrem
The 41-year-old singer, who has released eight albums and played Nina Tucker in Neighbours, said: "I've been incredibly honoured to perform on many different stages throughout my career from tv, theatre, film sets, to touring my own shows around the world, there is however one stage I've never stepped onto and that is the ballroom floor!"
Cach Mercer
The 25-year-old Love Island 2025 winner and TikTok influencer said: "I have grown up watching the show with my family and am so excited to now be part of the cast. Dancing is a huge passion of mine and I can't wait to learn Ballroom and do the Foxtrot for the first time!"
Dame Sarah Storey
Britain's most successful Paralympian, 48, said: "Embarking on a new challenge so soon after stepping down as an athlete is hugely exciting."
Bethany Antonia
The 28-year-old actress, who plays Lady Baela Targaryen in House of the Dragon, said: "I have grown up watching Strictly, and I am so excited to take the challenge on and (hopefully!) learn a new skill."
Graeme Hall
The 59-year-old host of Channel 5's Dogs Behaving (Very) Badly said: "I have watched the show for years, so to be a part of it feels like a very exciting challenge, albeit more than a bit nerve-wracking!"
Tabby Stoecker
The Olympic champion skeleton racer, 25, said: "I've had the wildest year of my life so far, so to be rounding it off with a childhood dream of dancing in the Strictly ballroom is surreal and I can't wait to get stuck in!"
Melanie Walters
The 64-year-old Gavin & Stacey star, known for playing Gwen West, said: "Performing in Pantomime for the last 15 years, my Strictly 'fix' has always been watching in a dressing room rather than my front room."
Dani Dyer
The 30-year-old Love Island winner and daughter of actor Danny Dyer said: "I am so excited to be back in the ballroom this September! I just cannot wait to get my dancing shoes back on and hopefully this time around I can actually make it to week one!"
Chris Appleton
The 43-year-old hairdresser, whose clients include Kim Kardashian and Jennifer Lopez, said: "I'm thrilled to be joining Strictly and coming home to the UK for this incredible experience. I've always believed that the best things happen when you take a chance and try something new."
Will Best
The 41-year-old Big Brother presenter, previously seen on television, said: "I've been lucky to do lots of live telly before, but absolutely nothing like this. And I cannot wait!"
Jaime Winstone
The 41-year-old actress, who starred in Kidulthood and Tomb Raider, said: "I am no stranger to a dance floor, but the ballroom is a whole new world for me."
Shaun Wright-Phillips
The 44-year-old former Chelsea and Manchester City footballer said: "Strictly is definitely outside my comfort zone, but I'm super excited to get started and really looking forward to the challenge!"
Lawrence Robb
The 34-year-old actor, who plays Mackenzie Boyd on ITV's Emmerdale, said: "I can't quite believe that I am going to be getting my dancing shoes on this September on one of my favourite shows of all time!"
John Nellis
The 33-year-old face of a popular football-focused YouTube channel said: "I can't wait to meet everyone, learn a new skill and, hopefully, be much better at family parties by the end of it!"
