Jemma Lucy’s ‘Irresponsible’ pregnant Instagram post promoting weight loss products banned

TV star Jemma Lucy has come under fire by the advertising watchdog after sharing an Instagram post promoting a weight-loss drink.

The 21-year-old’s post was shared at the beginning of May, while she was pregnant.

She gave birth just weeks later, but two months on, the Advertising Standards Authority has ruled the post “irresponsible” and banned it from being posted.

It comes after an investigation sparked 25 complaints.

According to the Advertising Standards Authority, Jemma’s post broke a number of rules including not being easily identifiable as an ad and for encouraging “unsafe practices” during pregnancy.

The former Ex on the Beach star’s controversial post shows her sitting next to a table in her underwear and knee-high socks, while cradling a mug.

She is positioned next to products from the weight-loss brand, Skinny Caffe, which included weight loss capsules, coffee, tea, and hot chocolate

Jemma had captioned the post: “I’ve been staying in shape with my go-to Skinny Caffe 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.

“Right now you can claim your first packet of Thermosyn free by clicking here”.

She also added a link to the brand’s website.

A statement from the ASA today said: “Because we considered the ad encouraged consumers, including women who might be pregnant, to use the products to lose weight and because we understood that attempting to lose weight whilst pregnant was not generally recommended, we concluded that the ad encouraged an unsafe practice and was irresponsible.”

The regulators went on to say that while Jemma did not refer to her pregnancy in the post it was common knowledge among her fans thanks to press reports and other social media posts that she was expecting.

The ASA ruled that the ad must not appear again in the form complained of.

It comes just days after Jemma was branded a “bully” by fans after taking swipe at Love Island star, Lucie Donlan.

Gemma sparked backlash from fans after sharing a meme on Instagram which read: “If Lucie collected all her tears she would have enough to finally wash her hair.”

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