Strictly Come Dancing star Katya Jones in trouble after breaking ‘strict’ BBC rule

| Senior TV Reporter Published September 30, 2026 10:21am Updated September 30, 2026 10:21am Katya Jones shared a clip on Instagram to promote an AI-powered ‘smart mirror’ (Picture: Dave Hogan/Hogan Media/Shutterstock) Strictly Come Dancing pro dancer Katya Jones has reportedly received a ‘telling off’ from the BBC after referring to the show while promoting an AI brand. The 37-year-old Russian dancer, who is partnered with YouTuber John Nellis for this series, shared a clip on Instagram to promote an AI-powered ‘smart mirror’ that offers personalised workouts. Jones’s partnership with the company, Magic.fit, sees her create a dance programme to be ‘Strictly trained in the comfort of your own home’. The collaboration post between Jones and the company sees her lying on a chaise longue before asking: ‘Ever wondered what it’s like to train with a Strictly professional?’ But the BBC is understood to have stepped in because the advertisement included an explicit mention of the ballroom dancing show. Get personalised updates on Strictly Wake up to find news on your TV shows in your inbox every morning with Metro’s TV Newsletter. Sign up to our newsletter and then select your show in the link we’ll send you so we can get TV news tailored to you. The caption to the post has been edited since it was posted a day ago; Metro understands the BBC requested Jones make an edit to the video, as well as the accompanying social text. Jones is partnered with YouTuber John Nellis for this series (Picture: Ray Burmiston/BBC/PA Wire) It is also understood that the commercial partnership was previously declared to BBC Studios, which produces Strictly. A BBC Studios spokesperson told us: ‘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.’ A source told The Sun that there are ‘strict’ rules around using the Strictly Come Dancing name to ‘make money’. They added: ‘The wording was pretty blatant. She was effectively selling people the chance to train with a Strictly professional, at exactly the time Strictly is back on television. ‘She has been reminded of the rules and told she needs to be much more careful.’ Metro understands the BBC requested Jones make a small edit to the video (Picture: BBC/Ray Burmiston/BBC Creative) Indeed, the BBC’s strict editorial guidelines state that promotional work involving licence fee-funded talent must not ‘imitate, suggest a reference or connection to or pass off BBC content’. This includes ‘replicating any editorial elements of a programme’ and must not ‘suggest BBC endorsement’. Such rules were said to have recently landed Shirley Ballas in hot water, after an appearance on a Strictly Come Dancing-themed cruise. During the trip, which was run by MSC Cruises, elements of the Strictly live shows were said to have been so faithfully recreated that passengers felt they could have been watching an instalment of the BBC show. Deals of the Day I’ve found the Hoover gadget that could make cleaning your floors so much easier I tried L'Oréal Paris's new PDRN serum and my skin looked glossier after one use This new Cricut gadget turns your favourite photos into stickers in minutes From kitchen hatches to burgundy walls – the biggest home trends for 2027 Oodie’s cosy blanket sale has arrived just in time for Christmas shopping Metro contacted Katya Jones’s representative for comment on this story. Arrow MORE: Strictly judge Motsi Mabuse criticises fans for ‘tearing apart’ presenters in cruel backlash Arrow MORE: Emma Willis hits back at Strictly host criticism as stars rally around Josh Widdicombe Arrow MORE: Gerry’s shock return to Blue Lights after season 1 death ‘will give fans closure’ TV Newsletter Sign up and tell us which TV shows you love to watch to get personalised updates every morning.