Instagram is cracking down on pregnant moms and influencers who are reportedly encouraging unsafe practices during pregnancy or making claims about weight loss. As a matter of fact, a British reality television star by the name of Jemma Lucy has had one of her Instagram posts banned by the social network after it was deemed unsafe.

The BBC reports that the British Advertising Standards Authority (ASA) has teamed up with the ITV network to encourage reality stars such as Lucy to be more upfront about their social media ads. Lucy is currently pregnant but posted a photo that featured an ad for weight loss coffee. However, the brand, Skinny Caffee, claims that Lucy posted the photo and message as a favor to a friend and wasn’t paid for it.

The company also said that they did not believe Lucy had implied that she was using their products during her pregnancy, even though it appeared as if she were drinking a cup of coffee in her Instagram post. Lucy, meanwhile, confirmed that the text contained in her message had been provided by the brand. The ASA is now investigating the matter after it received a number of complaints from Jemma Lucy’s social media followers, many branding her as irresponsible for promoting a weight loss product during her pregnancy.

Skinny Caffe did say that they were looking to create brand awareness and that they had planned a larger follow up campaign with the model later this year or after she gives birth to her baby. Lucy posted her Skinny Caffee photo back on May 5. The ASA further notes that even though she did not refer to her pregnancy in the social media post, the comments under many of her other Instagram posts did. Also, they state that her pregnancy has been widely covered by the British media.

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Even though she is virtually unknown stateside, Lucy has become a household name in Britain, thanks to her numerous public appearances and her reality television career. She’s so far been on a handful of series including Signed by Katie Price, Ex on The Beach and Celebrity Big Brother.