Over-zealous producers have BANNED The Voice UK 2013 coaches from describing their iconic chairs as 'spinning'.
According to The Sun, Will.i.am, Jessie J, Tom Jones and Danny O'Donoghue must abide by a set of terminology the BBC agreed to when signing their £22million two-year contract for the show with its production company Talpa.
The strict rules dictate that they should describe themselves as 'coaches' - never 'judges' - while the contestants are referred to as 'artists'.
The quartet must also say they 'turn' their chairs, which they rotate whenever they hear a hopeful they want to back.
An insider explained: "Producers have given the coaches a series of strict pointers about what they can and can’t say.
"The red chairs only go round 180 degrees so the creators of the show say they can’t be described as spinning, even though that’s what most viewers say.
“It may sound silly but these format points are really important as the BBC signed up to them when it nabbed the show and the coaches have been told they can’t deviate from them."
The source continued: "The Voice prides itself on its difference to The X Factor, so coaches have been told the emphasis in their feedback to acts must be positive.
"There is no meanness here — and that comes from the fact that everyone who auditions can sing and there are no joke acts."
Bosses have also encouraged the coaches to be 'more animated' this year, and get out their chairs to greet auditionees after their performance, whether they're successful or not.
The Voice returns for its second series this Saturday at 7.00pm on BBC One.