BBC warns Strictly's Katya Jones to edit AI mirror ad after she flouted show's brand rules

From the Newshound archive · first published 30 September 2026.

Katya Jones has been reprimanded by BBC bosses after using her role on Strictly Come Dancing to promote an AI-powered 'smart mirror' brand, Magic.fit, in a reportedly blatant breach of the show's commercial rules. The 37-year-old Russian dancer posted an Instagram ad asking followers: 'Ever wondered what it's like to train with a Strictly professional?' The BBC has since asked her to edit both the video and its accompanying social media caption.

BBC rules ban Strictly talent from commercially exploiting the show or its brand for personal gain while the series is on air.

The wording was reportedly 'pretty blatant' and Jones was told she needs to be 'much more careful' going forward.

Jones is partnered with YouTuber John Nellis this series; her Magic.fit deal had reportedly been declared to BBC Studios before the ad caused the row.