Strictly Come Dancing stars have quick-stepped into a row over whether they have plugged a dance clothes brand against the rules.
Janette Manrara, Nadia Bychkova and Dianne Buswell have praised Dincwear, who make leggings and leotards, on their social media channels.
A source at the Beeb said they would “look into it and react accordingly” if its stars have crossed BBC lines by receiving “free or reduced cost products” in return for mentions.
Third parties are also not allowed to cash in on BBC programmes.
But the company boasts on its website how “12 of the pro-stars are seen rehearsing in Dincwear” – with several pictures of Strictly stars in their outfits, some while filming BBC rehearsals.
BBC sources said they would ask the company to remove Strictly references. It is not known if the dancers knew Strictly was referred to on the website.
In one of her posts Dianne, in a Dincwear hoodie, uses the firm’s Instagram handle and adds a love-heart.
Nadiya says in a separate post “absolutely love my dincwear leggings”, with a link to the brand.
Janette, now hosting Strictly spin-off It Takes Two, posted an Instagram story of her in a Dincwear outfit, saying: “My newest leotard! Love it,” with a brand plug.
Dincwear has other links to Strictly too.
Dancer Karen Hauer this year struck up a commercial deal with Dincwear, creating her own branded KH leotard.
BBC insiders say no rules were broken in this instance. Others who feature in “Strictly stars in Dincwear” on the firm’s website include Katya Jones, Amy Dowden, Giovanni Pernici and Graziano Di Prima.
It is not known if they plugged the brand, or received any freebies.
The clothing row is not the first time stars of the hit BBC show have been caught up in controversy.
Last November Craig Revel Horwood appeared in an advert for Dreams, which used his show catchphrase, “fab-u-lous”. This breached rules.
BBC guidelines state promotional work by its stars should not “mimic or replicate their on-air roles” for the corporation. This “includes any iconic Strictly phrases being used for commercial associations”, such as fab-u-lous.
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BBC sources at the time said as soon as Dreams’ use of fab-u-lous was identified, it was “amended and removed”.
In the 20th series, audiences return to the studio, with the first show set to be recorded on September 7.
Stars include Countryfile’s Helen Skelton, EastEnders ’ James Bye, singer Fleur East, Ted Lasso’s Ellie Taylor, Bros singer Matt Goss, Kiss radio host Tyler West, footballer Tony Adams and Britain’s Got Talent finalist Molly Rainford.
Paralympic swimming gold medallist Ellie Simmonds, comedian Jayde Adams, Coronation Street ’s Will Mellor and Kym Marsh, Loose Women star Kaye Adams, Radio 2’s Richie Anderson and Wildlife cameraman and presenter Hamza Yassin complete the line-up.
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