Molly-Mae Hague sees Instagram post banned over lack of ad disclosure-Tori Brazier-Entertainment – Metro

The influencer shared a Instagram story regarding a PrettyLittleThing dress, where she serves as creative director (Picture: Getty)

An Instagram post by influencer Molly-Mae Hague advertising a PrettyLittleThing dress has been banned after she failed to include any indication that it was an ad.

The post, seen on October 31, showed an image of Molly-Mae wearing the dress, with text stating: ‘You can actually shop it now on PLT – Couldn’t not make it available for you guys too,’ followed by a link to the retailer’s website.

A viewer, who understood that the social media star was a creative director at PrettyLittleThing, complained that the ad did not make clear its commercial intent.

PrettyLittleThing confirmed that Molly-Mae was a creative director with the retailer, and that their contractual agreement expressly stated the requirement for her to include the #ad disclosure in posts.

The firm understood that the disclosure had been omitted by mistake and had reminded the former Love Island star of the requirement to prevent any similar mistakes in future.

A spokeswoman for Molly-Mae also confirmed that the #ad disclosure had been left off by mistake and would be used in future.

In February of this year, Molly-Mae put on and attended her first show for the label (Picture: Mike Marsland/WireImage)

This post from October 2021 was reported an ultimately banned by the ASA (Picture: PA/Instagram/mollymae)

The Advertising Standards Authority (ASA) said: ‘We noted that the story had appeared in Molly-Mae Hague’s own account and did not contain any indication that it was a marketing communication.

‘We considered that, while some of her followers may have known that she was a creative director at PrettyLittleThing, it was not immediately clear to all consumers that she had a commercial interest in PrettyLittleThing from the post itself.

‘We therefore concluded that the commercial intent behind the story was not made clear upfront and it was not obviously identifiable as a marketing communication.

With boyfriend Tommy Fury at the afterparty following her debut fashion show this year (Picture: Getty)

‘We welcomed the assurances from both PrettyLittleThing and Molly-Mae Hague that similar posts would include a label such as #ad in future.’

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Molly-Mae was all of us earlier in July when she took to Instagram to call out the ‘wild behaviour’ of this year’s Islanders during Casa Amor, saying that her ‘head fell off’ as she took in all the antics of those (mostly coupled up) getting pretty cosy with the newcomers.

She also recently reassured fans that she and boyfriend Tommy Fury – who met on Love Island in 2019 – were still together, as rumours circulated following the boxer’s move into a new apartment while he trains in London.

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