Cleaning sensation and Instagram star Mrs Hinch is being investigated about posts that were allegedly not labelled correctly.
The 29-year-old often posts to her 2.5 million Instagram followers about cleaning products she uses and recommends.
But the Advertising Standards Authority (ASA) has now received complaints that Mrs Hinch, full name Sophie Hinchliffe, hasn't labelled her posts correctly.
Under advertising rules, influencer's must make it clear in 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, ManchesterEveningNews reports.
This is why hastags such as 'AD', 'Spon', or 'Gifted' are seen on a lot Instagram posts.
ASA has confirmed that it received three complaints in April relating to concerns over labelling of ads on her Instagram page.
A spokeswoman for the watchdog 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."
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."
