Instagram star Mrs Hinch is under investigation by the advertising watchdog for a number of Instagram posts.
The Advertising Standards Authority (ASA) confirmed it is looking at social media posts by the pregnant 29-year-old after it received three complaints in April concerning the labelling of ads.
Mrs Hinch, real name Sophie Hinchliffe, took the platform by storm by showing her 2.5million followers how she makes her loo pine fresh and makes her kitchen sink shine.
While cleaning, she often includes ads for products that she has a commercial link with or ones that have gifted products to her.
There are concerns that she did not label posts with the products Flash and Febreze, both owned by Procter & Gamble, as ads.
Under advertising rules, influencers must make it clear in such posts that they have been paid or rewarded to promote, review or talk about a product in their social media feeds under consumer protection law.
It is understood that Ms Hinchliffe was given advice by the ASA on two occasions prior to the investigation on how to stick to the rules.
An ASA spokeswoman said: "I can confirm that we received three complaints in April about Mrs Hinch's Instagram posts concerning the labelling of ads (where she was posting about products including Flash and Febreze) and are currently investigating.
"We will publish our decision in due course."
Mrs Hinchliffe 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.
"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."
Mrs Hinch's new book, Hinch Yourself Happy, has topped Amazon best-seller lists.
