FIRST the BBC admitted paying its radio stars Premiership-level salaries; now presenters will be fined like footballers for foul language after an Ofcom crackdown on swearing at the BBC.

The broadcasting watchdog has lost patience with the corporation after finding Radio 1 guilty of a series of serious breaches of its broadcasting code.

After being threatened with a £250,000 fine, the corporation has taken unprecedented action to crack down on foul and offensive language.

It will hit presenters who refuse to mind their language in their wallets. For the first time, DJs who employ offensive, sexist or discriminatory language twice within a 12-month period will receive a disciplinary fine.

A “three strikes and you’re out” rule will operate, with repeat offenders pulled from the airwaves. Andy Parfitt, Radio 1 Controller, announced the “swear box”, after warning Chris Moyles to moderate his language. The controversial breakfast host called women “dirty whores”, used the word “f*****g” during half-term and allowed a guest to use the words “p**s” and “t**t”.

Responding to listener complaints, Ofcom said that the language was unacceptable during programmes that attracted an audience of 460,000 children during half-term. The outbursts all occurred inside a month this year. Last year Ofcom censured Moyles, who earns £630,000 a year, for calling newsreader Georgina Bowman a “slut”.

Ofcom also criticised Radio 1 for a “serious misjudgment” over a “wind-up” phone call on the Scott Mills afternoon show. A shocked woman was told to “shut the f*** up” and her child was called a “little s***”.

The regulator said that it was the fifth occasion that Radio 1 had offended during the past 12 months and threatened to take “regulatory action”, up to and including a fine, over any further offences.

Ofcom criticised Jo Whiley, who earns £250,000, for not broadcasting an apology when the US rapper 50 Cent went into expletive mode during her Radio 1 afternoon show and Zane Lowe (£130,000) was censured for airing a clip of an elderly woman reading out a string of swearwords and sexual phrases on a show likely to be heard by children.

In its ruling, Ofcom said: “We have concerns about the number and the seriousness of compliance issues that have arisen. Radio 1 attracts a wide-ranging audience, including large numbers of children. It is, therefore, important that the station’s compliance reflects this.”

Mr Parfitt acted yesterday by introducing the first financial disciplinary measures for DJs who “accidentally swore or used other offensive language”. Homophobic or sexist gibes, offensive remarks about the disabled, the elderly and ethnic minorities will also be punished. Two breaches in a calendar year will result in a fine. The size of the fine will depend on the seriousness of the offence. For letting slip a couple of F-words, Moyles could be fined £5,000, his payment for presenting the two offending three-hour shows.

For outbursts deemed to be homophobic or discriminatory, the fine could rise to two weeks’ wages (£25,000 in Moyles’s case), the level that football clubs fine players for serious offences.

Wayne Rooney was fined a reported £100,000 by Manchester United after being sent off for foul and abusive language aimed at the referee. The BBC’s red card, a denial of access to the airwaves, is the ultimate sanction.

A BBC spokeswoman said: “There remains the possibility of persistent offenders being taken off air.”

The BBC fines will apply to Radio 1 DJs only in the first instance, but could be used to keep in line other stars who stray beyond acceptable limits.

But the corporation insists that it is not “gagging” stars, who must continue to appeal to a young audience.

Moyles escaped censure last week when his use of “gay” to mean “rubbish” was deemed not offensive to homosexuals because it was common usage among teenagers.

A BBC spokeswoman said: “Live and edgy broadcasting carries risks, but Andy Parfitt has made clear to staff and presenters that inappropriate language is unacceptable.

“For some months we have been in discussions with Ofcom to produce new measures to ensure that Radio 1 meets the standards expected of it.”

Sceptics believe the BBC is reluctant to take serious action against Moyles who has increased the breakfast audience by 1.5 million over two years.

MIND YOUR LANGUAGE

Jamie Oliver was cleared of gratuitous swearing during the series Healthy School Dinners. The regulators ruled that his use of the f-word was acceptable for emphasis.