Adam Thomas accused of earning thousands from advertising deals
Lucrative advert deals? They’re not Strictly encouraged! Adam Thomas is accused of earning tens of thousands of pounds from advertising deals while being signed up to the BBC show
Strictly star Adam Thomas has been accused of earning tens of thousands of pounds from advertising deals while being signed up to the prime-time BBC show.
The actor, 35, is currently plugging four companies – three of which he appears to have started endorsing only since agreeing to take part in the competition.
BBC rules state that stars should not seek to capitalise on their fame while appearing on its programmes, but bosses have agreed that they can promote brands on social media if the deals already exist.
Mr Thomas’ adverts for Sky, Morrisons and Birds Eye, which could be worth between £5,000 and £20,000 each, started to appear in recent weeks – since he was announced as a Strictly Come Dancing contestant.
A spokeswoman for Mr Thomas last night said he had been approached and engaged in conversations with the firms before he was revealed as a Strictly star on August 8, but did not deny the deals were signed afterwards.
In the past couple of weeks, Mr Thomas, who also stars on BBC drama Waterloo Road, urged his one million Instagram followers to join Sky Mobile and to opt for Birds Eye products.
Adam Thomas and Luba Mushtuk are pictuerd during the live show on Saturday for BBC1’s Strictly Come Dancing
Strictly star Adam Thomas has been accused of earning tens of thousands of pounds from advertising deals while being signed up to the prime-time BBC show
One post read: ‘With Birds Eye, teatimes are covered. It’s perfect for when the kids come through the door after a long day at school and you want something you know they’re going to love #ad.’
Previous Strictly contestants were furious when they were instructed not to secure paid social media partnerships while they were still performing on the dance floor.
One, who asked not to be named, told The Mail on Sunday: ‘It’s very frustrating. 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.’
But a BBC spokesman said: ‘Celebrity contestants taking part in Strictly can continue with commercial commitments as long as they do not associate the programme or the BBC to their commercial activities.’
Last week there were fears Mr Thomas would miss out on the first week of the show due to injury. The former Emmerdale star was spotted wearing an uncomfortable-looking wrist support, suggesting he had suffered a painful strain.
Appearing on Thursday’s BBC Breakfast show with dance partner Luba Mushtuk, the actor revealed he battles with rheumatoid arthritis and that it limits his ability on the dance floor.
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