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Mrs Hinch Being Investigated By Advertising Watchdog

Instagram cleaning sensation Mrs Hinch is being investigated by the Advertising Standards Authority over her promotion of cleaning products.

The influencer, real name Sophie Hinchliffe, has a 2.5 million Instagram following garnered by sharing cleaning hacks and tips with numerous different products.

As per the BBC, the ASA said the investigation follows three complaints made in April over the "labelling" of product advertisement posts, including Febreze and Flash.


View this post on Instagram

Hello my wonderful Hinchers , how are you all? So .. this is a bit of a different post from me today :speak_no_evil: originally I accidentally posted this picture on my Mrs Hinch Home account and then quickly deleted it! I thought I was logged into my personal Instagram account and I started to panic :see_no_evil: But then for a while afterwards I sat in my egg chair and thought to myself , why have I deleted it? Why did I panic? I am Mrs Hinch , this is my home , and our handsomes will soon be joining our Hinch Family. If you watched my story today you'll see it started off difficult and I was a little emotional (sorry about that) but we all have days like this I'm sure , and that's okay! I then read so many of your amazing messages and spoke to my mum (she always knows best) and realised I'm not going to lose this day! I'm going to laugh and I'm going to find little things I can do around the home to make this day a good day! Dust yourself off and try again as they say, and that's exactly what I did. So I'm sorry this isn't an interior pic , even though my lamp and baskets in the background are beaut :joy: but this is me .. Soph! I am the person behind this account after all! I can't wait to meet our handsomes and I can't wait for you all to share this next chapter with me, Jamie and Henry. So I'll click post now, chuck my phone on the bed and go downstairs so I'm not tempted to delete it again :joy: after all I know my Hinchers support me , my family , my life and my hinching in the most amazing way .. and I'm forever grateful , I owe this account to you all xxxx Ps: My Hinching isn't going anywhere guys :wink: I'll be back in full force very soon :muscle: PPS: I paid £8 for this dress from Boohoo's website! Barg :joy: ALL THE BEST :heart: xxxx #mummyhinch #mrshinch #babyhinch #hinchyourselfhappy #imahincher

A post shared by Sophie Hinchliffe (@mrshinchhome) on

Mrs Hinch said that "being authentic and transparent is incredibly important" to her and thinks her "community are clear about any content that is part of a commercial partnership, and that which isn't".

"I'm fortunate that brands want to work with me, but I only collaborate with those that I genuinely like and would recommend to people," the influencer added in response to the investigation.

She continued: "I continue to learn a lot, but feel my community are clear about any content that is part of a commercial partnership, and that which isn't. In fact, I'm overly cautious when it comes to these guidelines and will continue to be."

Under the Consumer Rights Act, all influencers and brands must disclose whether a post is sponsored or paid for - it is illegal not to.


ASA rules state all influencers must make their commercial relationships "transparent and unambiguous" at all times. They can do this by marking a post as an "ad".

A spokesman for the ASA said: "I can confirm that we are investigating Mrs Hinch as a result of receiving complaints in April this year around the issue of ad disclosure. We will publish our decision in due course."

Mrs Hinch has told her followers that she is a "brand ambassador" for Proctor & Gamble, and she regularly uses cleaning products from its companies on her Instagram stories.

Pretty52 has reached out to reps for Mrs Hinch for further comment.

Featured Image Credit: Instagram/Mrs Hinch

Topics: News, Mrs Hinch, Celebrity News

Rachel Andrews

Rachel Andrews is an NCTJ trained Journalist at PRETTY52. She specialises in Fashion and Beauty Journalism, and has experience at a range of online and print publications and joined the team in 2017. Contact her -

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