BBC bosses face anger for allowing Strictly stars to plug brands on social media while on the show

BBC bosses face anger for allowing two Strictly stars to plug brands on social media while appearing on the show

  • Two Strictly Come Dancing contestants have come under fire for branded posts
  • BBC rules say stars should not capitalise on their fame while appearing on shows
  • Bosses have agreed that they can post if the lucrative deals are pre-existing

BBC bosses have come under fire for allowing two Strictly stars to plug brands on social media while appearing on the show.

Actor Will Mellor posted an advert for holiday company James Villa Holidays on Instagram this week.

Pop star Fleur East earlier promoted hair brand Wella on the same platform.

BBC rules state that stars should not capitalise on their fame while appearing on programmes, but bosses have agreed that they can post if the lucrative deals are pre-existing.

Celebrities can be paid between £5,000 and £20,000 per post on social media.

Strictly Come Dancing contestant Will Mellor posted an advert for holiday company James Villa Holidays on Instagram this week – which has been criticised by previous competitors

Now previous contestants on BBC1 dance hit Strictly are furious that they were told they could not take on paid social media partnerships while appearing on the series. One told the Mail: ‘It’s very frustrating because when we are on the show we are inundated with lucrative offers from brands but we have to ask the BBC who simply just say “No”.’

Housewives’ favourite Mellor, who has starred in Coronation Street and Broadchurch, urged his 380,000 followers to book a trip with James Villa Holidays.

Declaring the post an advert, he shared early bird discounts as well as the company’s website. Writing alongside a photo of himself, wife Michelle McSween and their teenage children in front of a villa, Mellor, 46, said: ‘(AD) #Throwback to a memorable family holiday and that massive pool!

‘I don’t know about you but this change in weather has got me thinking about where to go on holiday next year and the kind of getaway I want for the kids.

‘Who knows, maybe a #VillaHoliday is next on the cards? James Villas has a cracking offer on at the moment too.’

Previous contestants on BBC1 dance hit Strictly are furious that they were told they could not take on paid social media partnerships while appearing on the series

Previous contestants on BBC1 dance hit Strictly are furious that they were told they could not take on paid social media partnerships while appearing on the series

BBC sources said Mellor’s deal was ‘pre-existing’ but no other posts appear on his Instagram page from before his time on Strictly.

A BBC spokesman said: ‘Celebrity contestants taking part in Strictly declare all pre-existing commercial commitments when they sign up for the show and can continue with those commitments as long as they do not associate the programme or the BBC to their commercial activities.’

Meanwhile, former Come Dancing host Angela Rippon, 78, will make a surprise appearance on the Strictly dancefloor this weekend as part of the BBC’s 100th birthday celebrations.

The long-time BBC newsreader and ex-Top Gear presenter will join actress Kym Marsh and Graziano Di Prima for their routine to the theme tune of Come Dancing, which ran on and off from 1949 until 1998. Miss Rippon hosted the series between 1988 and 1991 and is said to be ‘ecstatic’ that she has been invited on to Strictly. A source said: ‘She is a member of the Strictly and Come Dancing family.’