Love Island's Molly-Mae Hague forced to delete Instagram post

Love Island's Molly-Mae Hague is the latest in a string of celebs who have been forced to delete an Instagram post following an upheld complaint.

The reality star, 21, has been accused of not clearly identifying a promotional social media snap by the Advertising Standards Authority (ASA), reports the BBC.

The now-deleted photo posted on September 26 showed Molly-Mae wearing a coat alongside the caption: 'A/W, I'm ready [brown leaf emoji]'.

Reports: Love Island's Molly-Mae Hague is the latest in a string of celebs who have been forced to delete an Instagram post following an upheld complaint (pictured: not the image involved in the complaint)

Reports: Love Island's Molly-Mae Hague is the latest in a string of celebs who have been forced to delete an Instagram post following an upheld complaint (pictured: not the image involved in the complaint)

In the disputed image, Molly-Mae posed wearing clothes from online retailer Pretty Little Thing (PLT), a brand for which she is an ambassador for. 

Both PLT and Molly-Mae claimed that the post showed her genuine support for the brand and wasn't apart of her contractual agreement.

Although the favourite argued the post had been shared 'organically', the ASA have ruled that the post should not appear in its current form again.

Claims: The reality star, 21, had been accused of not clearly identifying a promotional social media snap by the Advertising Standards Authority (ASA), reports the BBC

Claims: The reality star, 21, had been accused of not clearly identifying a promotional social media snap by the Advertising Standards Authority (ASA), reports the BBC

According to the website, Molly-Mae's contract with the brand states that her posts have to be clearly identifiable as PLT promotion to her millions of followers.

Although Molly-Mae had clearly tagged Pretty Little Thing in the post, the ASA insisted she must use words such as '#ad' in the future to make it more transparent.

MailOnline have contacted Molly-Mae's rep and the ASA for comment. 

Banned! This Instagram post about eye shadow by former Love Island star Olivia Buckland was banned after she failed to mark it as an advertisement

Banned! This Instagram post about eye shadow by former Love Island star Olivia Buckland was banned after she failed to mark it as an advertisement

Last summer Love Island contestants were warned over using Instagram to plug paid-for ads and given a stringent set of guidelines to follow.

The advertising watchdog and ITV launched a 'survival kit' to ensure Love Island contestants follow rules when posting ads to their social media followers.

This came after reality stars including Louise Thompson, Millie Mackintosh, Olivia Buckland and Marnie Simpson were rapped and subject to ASA action after failing to make it clear they were being paid to plug products.

Hashtag ad! Callum Macleod, who was the first to be kicked out the Love Island villa this year, also plugged an advert for the same car air freshener just days after returning home

Hashtag ad! Callum Macleod, who was the first to be kicked out the Love Island villa

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