BBC Studios has opened an inquiry into a cruise line's apparent use of Strictly Come Dancing branding, which saw Shirley Ballas participate in an unauthorised dance-themed cruise event last month.
The 65-year-old allegedly received more than £10,000 for appearing on an MSC Cruises voyage that closely mimicked the popular Saturday night programme.
According to insiders, BBC executives are "absolutely furious" about the situation, with one source telling the Daily Mail that Ms Ballas "should not have done what she did" as it "has enraged bosses."
The seven-night trip departed Southampton on May 9, sailing through the Norwegian Fjords aboard MSC Virtuosa.
The dancer allegedly broke protocol with her cruise appearance
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During the voyage, the dancer is said to have judged a passenger talent competition, delivered dance masterclasses, and taken part in a question-and-answer session with fans.
She was photographed holding a distinctive scoring paddle while offering critiques of contestants' footwork and timing, closely mirroring her television persona.
The cruise company allegedly used elements from the BBC programme, including its theme tune, during the onboard contest.
Ms Ballas is said to have worn a diamante suit that had been designed specifically for her appearances on the Saturday night show.
Sources say Ms Ballas was pulled in for a meeting with BBC boses
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One passenger told the Daily Mail the experience was "like watching an episode of Strictly," noting "there were so many similarities."
The BBC has contacted MSC Cruises regarding their use of Strictly branding for the trip, with a press release originally published on the company's website now removed.
A BBC spokesperson told GB News: “Certain use of programme IP without permission risks confusing audiences - and may give the impression that the BBC has endorsed activity when it hasn’t.
"Where we identify such use, appropriate steps are taken to prevent it happening again. Any profit generated from the approved commercial use of our IP is reinvested into the BBC, supporting high-quality content for licence fee payers.”
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The cruise is said to have hosted a talent competition and delivered dance masterclasses
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The statement added: “We have clear guidelines around an individual’s commercial activities while working with the BBC, and they are regularly reminded of these guidelines.”
Sources claim Ms Ballas was "hauled before chiefs" and asked to explain her involvement, with insiders describing Strictly as the broadcaster's "crown jewel" that they will "do whatever is available to them to protect."
The dancer has not directly addressed the controversy but appeared to brush off the row with a smiley update on social media.
The ballroom legend posted an image on Instagram showing herself in an ice bath with the caption: "3 minutes and I was freezing, but I'm still smiling." (sic)
Shirley Ballas ignored the controversy when she returned to Instagram on Monday
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The head judge has served on the Strictly panel since 2017, making her one of the programme's longest-serving judges alongside Craig Revel Horwood.
The situation echoes a 2021 incident involving DIY SOS presenter Nick Knowles, who faced similar scrutiny after appearing in a Shreddies advertisement dressed as a builder, which the BBC deemed a breach of contract.
That matter was eventually resolved, and Mr Knowles returned to work.
Shirley Ballas joined Strictly in 2017 | BBCThis is not the first time Ms Ballas has been at odds with BBC management over public conduct.
In July 2024, during the broadcaster’s internal misconduct investigation into former Strictly professional Giovanni Pernice, Ms Ballas allegedly clashed with executives after being reminded to “rein in” public comments to protect the integrity of the process.
GB News has reached out to the BBC and Ms Ballas for comment.