By Richard Spillett for MailOnline
Published: 10:27 BST, 5 June 2019 | Updated: 17:32 BST, 5 June 2019
Sophie Hinchliffe - best known as Instagram 'cleanfluencer' Mrs Hinch - is being investigated by the Advertising Standards Authority (ASA)
Instagram star Mrs Hinch is being investigated over claims she didn't declare she was being paid to plug cleaning products.
Sophie Hinchliffe has amassed a following of 2.5million on the social network where she posts pictures of her spotless Essex pad and tips on how others can keep their homes as clean as hers.
But her apparent domestic serenity was dealt a blow this week when it emerged she is now the subject of an investigation by the Advertising Standards Authority (ASA).
Mrs Hinchliffe says she is 'clear about any content that is part of a commercial partnership' and insists that, if anything, she is 'overcautious' about plugging brands.
MailOnline previously reported how the 29-year-old was among the highest earning 'cleanfluencers' online, making around £5,000 per post.
She and others like her have ridden a wave of interest that has seen housework become the biggest social media trend of 2019. Her book, Hinch Yourself Happy, even became a bestseller and she is said to be worth around £1million.
But the ASA says three complaints were made about her posts in April and it is investigating claims she was paid to post about Flash and Febreze without declaring she was being paid by their makers Procter & Gamble.
It is understood she has twice before been warned about the rules by the authority.
The ASA is probing claims she failed to declare products she was being paid to plug. It is unclear which of her Instragram posts are being investigated
It is claimed she promoted Flash and Febreze without declaring she was being paid by their makers Procter & Gamble
The authority has strict rules on how adverts should be labelled and has even produced an 'influencers guide' to help those with large social media followings.
The guidance states: 'Both you (acting as a 'publisher') and the brand are responsible for ensuring that advertorial content makes clear that it's advertising.