Mrs Hinch, Instagram queen of clean, hit by ‘cash for Flash’ probe
InSTAgrAM cleaning sensation Mrs Hinch is being investigated over claims she plugged big brand cleaning products without declaring she was paid to do so.
Sophie Hinchliffe, 29, has amassed 2.5million followers on the social network, where she posts pictures of her spotless Essex home and offers tips on how others can achieve the pristine look.
But her apparent domestic serenity has been dealt a blow after it emerged she is being investigated for praising Flash and Febreze – without declaring their makers, Procter & gamble, were paying her to do so.
The Advertising Standards Authority (ASA) has launched an investigation and said it received three complaints about her posts in April.
The former hairdresser is among the highest earning socalled ‘cleanfluencers’, who can make almost £5,000 per post from companies trying to improve their profile and sales. Her book, Hinch Yourself Happy, became a bestseller and she is said to be worth £1million, cashing in on housework as a growing social media trend.
But Mrs Hinchliffe says she is ‘clear about any content that is part of a commercial partnership’ and insists she is ‘overcautious’ about plugging brands.
The ASA has strict rules on how adverts should be labelled, which say that both the influencer and the brand must make sure the social media posts can clearly be identified as adverts.
In January, stars including singers rita Ora and Ellie goulding and actress Michelle Keegan were told they must be upfront when they plug products on Instagram in exchange for cash – or potentially face legal action.
They were among 16 ‘influencers’ who agreed to change how they post on social media after a probe by the Competition and Marketing Authority.
A spokesman for the ASA said it would publish a decision on Mrs Hinchliffe’s case ‘in due course’. If an influencer has their own products or services, they must label it as an advert if they promote them.
In a statement, Mrs Hinchliffe said she takes her social media responsibilities ‘very seriously’.
She added: ‘I only collaborate with those that I genuinely like and would recommend to people. I continue to learn a lot, but feel my community are clear about any content that is part of a commercial partnership, and that which isn’t.
‘In fact, I’m overly cautious... and will continue to be,’ she said.