A Molly Mae-Hague Instagram post showing off a PrettyLittleThing dress has been banned.
The 23-year-old shot to stardom on season five of Love Island in 2019. She has since forged a career in the fashion industry.
Molly was appointed as a creative director for PrettyLittleThing and regularly models the brand's products on Instagram. However, she has been penalised by the Advertising Standards Authority (ASA) for sharing a picture on her profile without any indication that it was a promotion.
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The post was shared on Molly's Instagram story on October 31 and said: "You can actually shop it now on PLT – Couldn’t not make it available for you guys too."
The post included a link to the retailer's website, but was flagged by a follower who complained that the post did not make clear its commercial intent. The ASA said: “We noted that the story had appeared in Molly-Mae Hague’s own account and did not contain any indication that it was a marketing communication.
"We considered that, while some of her followers may have known that she was a creative director at PrettyLittleThing, it was not immediately clear to all consumers that she had a commercial interest in PrettyLittleThing from the post itself. We therefore concluded that the commercial intent behind the story was not made clear upfront and it was not obviously identifiable as a marketing communication."
A spokesperson for the Love Island star confirmed the ad label had been let off by mistake and would be used in the future. The ASA added: "We welcomed the assurances from both PrettyLittleThing and Molly-Mae Hague that similar posts would include a label such as #ad in future."
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