Instagram mega-star Mrs Hinch is being investigated by the Advertising Standards Authority (ASA) following complaints she didn't label posts plugging cleaning products as ads.
Sophie Hinchliffe, 29, has became a social media star thanks to cleaning tips that have seen fans flock to her page for cleaning advice.
She currently has 2.5 million social media followers.
ASA has confirmed that it received three complaints in April by people concerned about how she labels ads on her Instagram page.
Advertising rules state that influencer's must be clear when they have been paid or rewarded for promoting products in posts.
That's why you see labels like 'AD', 'Spon', or 'Gifted' on many reviews. The full ASA rules are here .
Several people have seen ads banned under the system - including Made in Chelsea's Louise Thompson and Love Island contestant Olivia Buckland.
An ASA spokeswoman told Manchester Evening News : "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."
Ms Hinchliffe, from Essex, 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."
