Jemma Lucy displays baby bump as she marks three weeks until due date… amid claims she could be investigated by ASA for promoting weight loss products
Jemma Lucy prepared for motherhood on Thursday as she counted down three weeks left until her baby daughter’s due date.
The Ex On The Beach star, 31, took to Instagram to share a bikini snap of her blossoming bump while reflecting on her ‘hard pregnancy’ on her birthday.
Jemma’s latest post comes amid reports the star could face investigation by the Advertising Standards Authority for promoting weight loss products while pregnant.
First time mum: Jemma Lucy prepared for motherhood on Thursday as she counted down three weeks left until her baby daughter’s due date by showing off her bump on Instagram
She wrote: ‘Literally got 3 weeks left! not guna lie I’ve had a hard pregnancy and not really enjoyed it to be honest but I can’t wait to meet my baby girl it’s becoming so real and exciting, after feeling scared, unsure and anxious.
‘I’m now feeling so ready to be a mum and I can’t wait! ITS MY BIRTHDAYYYY too and next year I’ll be celebrating with my baby girl who will be almost 1! Mad! Thank you for all the birthday wishes #37weekspregnant. (sic)’
Jemma, who displayed her pregnancy curves in a polka dot bikini in the snap, was congratulated by fellow EOTB star, Stephen Bear, who commented: ‘No way! Happy birthday’.
Tough: The Ex On The Beach star, 31, took to Instagram to share a bikini snap of her blossoming baby bump while reflecting on her ‘hard pregnancy’ on her birthday
It comes after reports Jemma would be investigated by the Advertising Standards Agency (ASA) for promoting weight loss products during her pregnancy.
Jemma was slammed by fans when she took to Instagram earlier this month to plug the products, which include capsules, coffee, tea and hot chocolate.
The reality personality, who is yet to reveal the identity of her baby’s father, shared a racy snap while posing next to a plethora of products by The Skinny Caffe, which claim to help users lose up to 7lbs in seven days.
The post garnered 24 complaints, with concerns raised that it was not obviously identifiable as an advert and was ‘irresponsible’ due to the star promoting weight loss products while pregnant.
MailOnline contacted representatives for Jemma Lucy and the ASA for comment at the time.
Expecting: The former Ex On The Beach star, was slammed by fans when she took to Instagram earlier this month to plug weight loss products- and could now face investigation
Back in December, Jemma stunned fans when she announced she is pregnant, yet the controversial star admitted she debated not going through with having her first child yet decided to ‘do the right thing’.
In her initial pregnancy announcement, she vowed to never reveal the father’s identity after a secret two-year romance yet has now divulged details of their ‘toxic’ relationship which included a kidnap attempt and bids to abort her child.
The formerly hard-partying star confessed she has been struggling with the side effects of her pregnancy while also admitting she is aware doubts will be rife, but she remains defiant in her abilities to care for the child.
Now however she has set tongues wagging again after revealing her latest collaboration – with the weight loss endorsement company.
Final stages: She wrote on Instagram: ‘Literally got 3 weeks left! not going to lie I’ve had a hard pregnancy and not really enjoyed it to be honest but I can’t wait to meet my baby girl’