Reality star Jemma Lucy’s ‘irresponsible’ Instagram post while pregnant banned

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

The 31-year-old’s post, shared at the beginning of May, was banned after it was deemed “irresponsible”.

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 just her underwear and socks, whilst cradling a mug.

She is positioned next to products from the weight-loss brand Skinny Caffe.

She captioned the post: “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.

“Right now you can claim your first packet of Thermosyn free by clicking here," adding a link to the brand’s website.

Jemma, who has taken part in a number of reality shows including Signed by Katie Price , Ex on the Beach, and Celebrity Big Brother , did not mark the post as an advert or promotional post.

It was shared with her 642,000 Instagram followers, and attracted 25 complaints.

The three issues upheld by the advertising watchdog included not making it “obviously identifiable” as a product advertisement, being “irresponsible” for encourage weight loss while pregnant, and implying the rate and amount of weight loss attributed to the consumption of food.

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