Reality TV star Jemma Lucy has had an "irresponsible" Instagram post banned by the advertising watchdog.
The Advertising Standards Authority ruled that the image posted at the beginning of May broke several rules including not being easily identifiable as an ad and for encouraging "unsafe practices" during pregnancy.
The former Ex on the Beach contestant's post showed Jemma sitting by a table wearing underwear and socks whilst cradling a mug next products from the weight-loss brand Skinny Caffe.
The 31-year-old, who gave birth to her first child, a baby girl, at the start of June, wrote alongside the image: "I've been staying in shape with my go to @skinnycaffe products. I love the Coffee's [sic], Hot Chocolate’s [sic] and the Thermosyn capsules are amazing!
"I love to use them as me and some of the girls have been seeing great results and they work with or without exercise. You can lose up to 7lbs in 7 days with Thermosyn.
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"Right now you can claim your first packet of Thermosyn free by clicking here," and then linked to the brands website.
Jemma has become well known for being in a number of reality TV series including Signed by Katie Price, Ex on the Beach, and Celebrity Big Brother.
The post was made to her 642,000 followers and attracted 25 complaints.
The three issues upheld were that it was not "obviously identifiable" as a product ad, that it was "irresponsible" for encouraging weight loss whilst pregnant and that it was implying the rate and amount of weight loss attributed to the consumption of food.
The Skinny Caffe claimed that Jemma posted the ad as a favour to a friend and that the brand was seeking to "create brand awareness ahead of Jemma giving birth" before launching a full campaign later this year.
The Blackpool-based White Star Key Group who trade as The Skinny Caffe also claimed that Jemma had not implied that she used the products whilst pregnant and that it is stated on their website that the products were not suitable for pregnant women.
Jemma also stated that she did not write the post's content and it was provided by the brand.
An ASA spokesman said that advice from the National Institute for Health and Care Excellence (NICE) indicated that 'dieting during pregnancy is not recommended as it may harm the health of the unborn child' which contribute to their ruling.
As a result of the ban, the ad must not appear again in the form that instigated the original complaints.
The spokesman added: "We told The White Star Key Group Ltd trading as Skinny Caffe, and also Jemma Lucy, to ensure that in future their ads were obviously identifiable as marketing communications.
"We also told Skinny Caffe not to encourage unsafe practices, such as consuming products during pregnancy that were intended to aid weight loss, and not to make claims that referred to a rate or amount of weight loss for foods."
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