Mrs Hinch Is Being Investigated By The Advertising Watchdog Over Cleaning Product Ads

It’s hard to believe that it’s been less than a year since the world became obsessed with Mrs Hinch over on Instagram. The 29-year-old Essex woman has over two million followers for keeping her very grey house very very clean all the while sharing her cleaning tips.

It’s no surprise that cleaning brands were rushing to collab with Mrs Hinch, whose real name is Sophie Hinchliffe, after she managed to make cleaning somewhat exciting. But the influencer is now under investigation by the Advertising Standards Authority  because of her promotion of cleaning products.

The posts being looked at featured cleaning products Flash and Febreze which both owned by Procter & Gamble.

Similarly to the ASAI in Ireland, the UK’s watchdog states that influencers have to clearly specify when they have been paid or rewarded to posts something. This is usually done with a hashtag like #Ad or #Spon or a paid partnership tag across the top of the post.

View this post on Instagram

AD |Hello my Hinchers!! I don’t know about you but the shine on a sink makes my day ?? I could check out peoples sinks and cupboards all day mate .. (worrying)! Anyway .. As you may have noticed on my Stories I now use these specific Gregory gloves every time I Hinch! I was sent them to try but now I am genuinely in love with the things! They’re called the Killeen Grippaz! Do many of my Hinchers own these? I could be late to the party ? BUT @killeen_ie who are the parents of these babies also have lots of other hinching products they sell! So show them some love , check them out and if you also use these Gregory gloves let me know your thoughts on them and I hope you’ve all had a wonderful day! Ps: Have you been hinching much? I can’t stop , I think I’m nesting ? ATB ? #killeeners ?❤

A post shared by Sophie Hinchliffe (@mrshinchhome) on

An ASA spokesperson confirmed that they had received three complaints and that they were investigating them.

They said that they will “publish our decision in due course.”

Speaking about the investigation, Mrs Hinch said: “I take the responsibility that comes with having a large social media following very seriously, and, for me, being authentic and transparent is incredibly important.

“I’m fortunate that brands want to work with me, but I only collaborate with those that I genuinely like and would recommend to people,” she stressed.

She added that if anything she is extra safe about disclosing these things.

“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 when it comes to these guidelines and will continue to be.”


We’ll keep you posted on the outcome…


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