A reality TV star who promoted weight loss supplements on Instagram while she was pregnant has had the post banned.

Jemma Lucy, a model who is best known for her role in Ex On The Beach, was told by the Advertising Standards Agency (ASA) that her post could not remain online, following complaints.

The ASA said her image and accompanying text, published at the beginning of May, encouraged an “unsafe practice and was irresponsible”.

The post was also not properly identified as an advert, it said.

It comes after the ASA’s recent announcement that it has teamed up with Love Island, offering contestants a “survival kit” to help them adhere to rules surrounding social media and advertising now that they have left the villa.

In Lucy’s post, next to a picture of herself sitting at a table with three packets displayed, she wrote: “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.”

More from Instagram

She then posted a link to the theskinnycaffe.com website.

Skinny Caffe said Lucy had posted the picture as a favour and was not paid for the post, the ASA said. They also said that the model had not implied that she used the products while pregnant.

:: Listen to our latest Backstage podcast on Apple Podcasts, Google Podcasts, Spotify, Spreaker

The ASA said while it acknowledges the post “did not make express reference to pregnancy” and Lucy did not look “noticeably pregnant” in the picture, there had been “widespread press coverage of her pregnancy” and that many comments on her Instagram posts made reference to it.

The agency said it therefore concluded that the post “encouraged the consumption during pregnancy of food supplements intended to aid weight loss”.

Sky News has contacted Jemma Lucy for comment.

courtesy of Sky News