TikTok and Instagram posts by Laura Whitmore have been banned by the Advertising Standards Authority following complaints they 'targeted minors and encouraged irresponsible drinking'.
The Muff Liquor Company, a gin and vodka brand set up by the former Love Island host, also faced more complaints from the advertising watchdog which claims Laura's social media adverts were not clearly marked as such, and instead, suggested that alcohol can increase confidence.
Irish star Laura, 37, released the videos on TikTok and Instagram back in July, and is seen drinking peppermint tea, water, beer, and finally her beloved Muff Liquor which ultimately hits the spot for her as seen in the adverts.
While all the other beverages were fine, it was Muff that sparked energy in Laura in the adverts, as she began to dance and fool around, as if she had become more confident drinking the alcoholic beverage.
In the background of the video, music lyrics included: "I'll be f***ed up if you can't be right here."
While the text on screen read: "#MakemineaMuff. "If drinks were dance moves @muffliquorco #makemineamuff #muffboss #irishowned."
Following Laura sharing the adverts, an unimpressed social media complainant questioned whether the adverts were obviously identifiable as marketing communications as they suggested that they were 'inappropriately targeted' because they featured alcoholic drinks.
Following the backlash, Laura argued that by her using the hashtag 'muffboss' it clearly meant she intended it to show her shareholder status.
Laura further said that she believed that the hashtag '#ad' would not have been suitable because she was not paid by The Muff Liquor Company for any of the posts.
However, despite Laura's thought process, the ASA ruled that the posts should have been clearly marked as advertisements.
The advertising watchdog also investigated whether the adverts posted by the former Love Island host encouraged irresponsible drinking - due to the fact they suggested that alcohol could enhance confidence.
The ASA noted that because Laura was the former presenter of Love Island - the fifth most-watched programme by teenagers younger than 18 in the UK - it risks encouraging interaction from those under the legal drinking age.
In a statement, the advertising watchdog explained: "Even if those individuals did not follow Ms Whitmore, we considered it was likely that the algorithm would determine Ms Whitmore's posts to be of interest to them, meaning they would appear in their 'For You' page.'
In reference to Laura's dancing while drinking Muff alcohol, the ASA explained: "Whilst we acknowledged that the ads were presented in a light-hearted tone, nonetheless we considered that consumers would interpret the ads to mean that drinking alcohol could precipitate a change in an individual's behaviour and could enhance an individual's confidence."
Laura has now been warned by the ASA that the adverts must not appear online again.
Meanwhile, The Muff Liquor Company have revealed that they asked shareholder Laura to remove the ads within 24 hours after the complaint was made.
And after being made aware of the complaint, the Muff Liquor Company will be reviewing Laura's future content from now on.
Irish TV star Laura first became the face of the Donegal-based brand back in 2021 .
Laura also owns equity in the firm as a shareholder.
The Mirror has reached out to Laura's representatives for further comment on this story.
