Coronation Street bosses have reportedly been forced to relax a ban on cast members earning money through paid social media partnerships, following threats of a walkout over falling salaries. The ITV soap's actors were previously prohibited from promoting products online without prior approval from the production team, with most requests being rejected.
According to a source cited by The Sun, a 'secret war' has been unfolding at the MediaCityUK studios as the cast, who are paid per episode, faced pay cuts due to a reduction in the number of episodes aired annually. The source claimed that over the past year, many leading stars were 'close to threatening to quit unless they could be afforded the luxury of regularly topping up their salaries outside of the show'.
The relaxation of the rules has allowed actors such as Samia Longchambon, Sair Khan, Lucy Fallon, Tina O'Brien, and Kate Ford to engage in brand deals. Longchambon has secured an ongoing partnership with M&S Food, while Fallon has promoted Jet2 holidays. Ford posted her first sponsored content this year, promoting Elevate Collagen.
A Coronation Street spokesperson confirmed the policy change, stating: 'For some time now, the Coronation Street cast have been able to do extra curricular work, all requests are considered on merit and must be approved by production.' The source added that the departure of actors Charlotte Jordan and Sue Cleaver, who left to pursue influencer careers, served as a warning to bosses, who realised that continuing the ban could 'cause a cast revolt'.
The Sun reported that while cast members still require permission for brand deals, their requests are now typically accepted rather than rejected. The estimated annual salaries for key cast members range from £45,000 to £80,000.
