Strictly star Rose Ayling-Ellis has reportedly turned down a £1million deal with Specsavers to promote hearing aids because she doesn't want to mislead fans.
The EastEnders actress, 27, is a passionate advocate of the NHS and is said to have turned down lucrative deals to endorse any non-NHS devices.
According to The Sun, Rose is believed to have been offered deals with a number of high street chains - including Specsaves - worth hundreds of thousands of pounds.
An insider told the publication: "High street franchises like Specsavers sell hearing aids and several firms have been in touch to see if she wanted any freebies, or wanted to get on board for campaigns.
“Although it means turning down vast sums of money, Rose doesn’t feel right accepting. She gets her hearing aids from the NHS and doesn’t want to mislead her fans."
They added that she is a "passionate champion" of the NHS and is adamant that she doesn't want to profit from her condition.
Rose - who is the current favourite to win the BBC competition - spoke about dancing while deaf last month.
She said: "I have a hearing aid, so I pick up some of the music and I can hear the beat. I can hear someone singing, but I can’t identify exact words. I also feel the vibrations.”
It comes after judge Craig Revel Horwood recently hit back at former pro James Jordan after he called Rose's dancing "average".
The dancer, who appeared on the BBC series from 2006 until 2013 with wife Ola, got himself into hot water with fans last month after labelling EastEnders star Rose "average".
"No, she's not average at all," he said. "I mean, that's just crazy. I mean, she's absolutely wonderful and I think she's incredible and I think as a dancer she's heartfelt, she finishes her lines really, really well. She's incredible. So I completely disagree with him."
Revisiting their notorious rivalry, Craig snarked: "I think he's obviously just trying to make headlines and get a job as a judge. Oh my god, he's always wanted that. He's desperate for my job, but he'll never get it."