INSTAGRAM sensation Mrs Hinch is being investigated by a watchdog over her plugging of household products.
The Essex hairdresser gives cleaning advice to her 2.5million followers and is thought to receive an average of £4,900 for posts promoting brands.
But concerns that plugs for Flash and Febreze, which appeared on her page in April, were not properly flagged up as paid-for content, are now subject to an Advertising Standards Authority probe.
The watchdog, which has received three complaints about the ads, requires social media ‘influencers’ to make it ‘instantly recognisable’ that they have benefited from showing a product.
It previously responded to concerns by issuing her with an advice notice, giving guidance on sticking to the regulations.
But a spokesman said: ‘Upon receipt of further complaints in April, we decided to launch an investigation.’
Mrs Hinch is thought to be Britain’s highest-earning ‘cleanfluencer’, with a fortune of about £1million.
The married 29-year-old, full name Sophie Hinchliffe, demonstrates her cleaning ‘hacks’ to fans.
Her top tips include using an electric toothbrush to clear food stains off wood floors and clean the washing machine.
She said of the ASA probe: ‘I take the responsibility that comes with having a large social media following very seriously and, for me, being authentic and transparent is incredibly important.
‘I’m fortunate that brands want to work with me but I only collaborate with those I genuinely like and would recommend. I continue to learn a lot but feel my community are clear about any content that is part of a commercial partnership.’
Procter & Gamble, which makes Flash and Febreze, has been informed of the investigation, the ASA said.