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Jemma Lucy under ASA investigation for promoting weightloss products while pregnant

Jemma Lucy could be investigated by the Advertising Standards Agency (ASA) for promoting weight loss products during her pregnancy.

The former Ex On The Beach star, 30- who is more than eight months pregnant – 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.  

Investigation: Jemma Lucy could be investigated by the Advertising Standards Agency (ASA) for promoting weight loss products during her pregnancy (pictured May 2019)

Expecting: The former Ex On The Beach star, 30- who is more than eight months pregnant - was slammed by fans when she took to Instagram earlier this month to plug the products, which include capsules, coffee, tea and hot chocolate (above)

Expecting: The former Ex On The Beach star, 30- who is more than eight months pregnant – was slammed by fans when she took to Instagram earlier this month to plug the products, which include capsules, coffee, tea and hot chocolate (above)

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 has contacted representatives for  Jemma Lucy and the ASA for comment.  

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.   

Post: 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 (pictured April 2019)

Post: 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 (pictured April 2019)

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.   

She shared a caption reading: ‘I’ve been staying in shape with my go to @skinnycaffe products. I love the Coffee’s, Hot Chocolate’s and the Thermosyn capsules are amazing!…

‘I love to use them as me and some of the girls have been seeing great results and they work with or without exercise… You can lose up to 7lbs in 7 days with Thermosyn Right now you can claim your first packet of Thermosyn free.

Mum to be: Seemingly exercising caution over her choice, Jemma only said she was using the coffee and hot chocolate rather than the tea

Mum to be: Seemingly exercising caution over her choice, Jemma only said she was using the coffee and hot chocolate rather than the tea

Seemingly exercising caution over her choice, Jemma only said she was using the coffee and hot chocolate rather than the tea. 

The advice on the site read: ‘There are no dangerous ingredients present but we would recommend speaking to your GP to ensure you are able to do so.’  

On the tea however, she wrote: ‘We would recommend waiting until you are no longer pregnant to participate in our Tea program.’ 

Her followers soon hit out at the post, writing: ‘Shambles. Take this down please… Wow. And you’re about to bring new life into the world.

Soon after sharing the post, fans flooded the comments before she hit back by writing to various followers: ‘noooooooo c**t… shut the fuck up ugly c**t’.  

‘TO SKINNY CAFFE Are you aware that your minion is responding to comments like this? I know I wouldn’t want someone like this promoting my brand…. 

‘Oh no no no …. the only c**t here is you!!!! You are that desperate for a few quid you are willing to promote harmful products to your followers. Let’s pray none of your pregnant followers harm themselves or their unborn babies actually taking this s**te! You are a disgrace and you know it… your a classy mum poor kid…   

Jemma soared to fame on the third season of the MTV dating show in 2016, where she struck up a romance with Kirk Norcross, and later became a regular fixture on the party scene before returning to EOTB in the explosive fifth season in 2017.

The star, real name Jemma Henley, got her first taste of TV fame on Channel 4’s Brat Camp in 2005, where she was sent to a US correctional centre following a string of offences including shoplifting and being expelled from three schools.

Following this, she competed on Signed by Katie Price, a reality show hoping to find a protegé for the model, before she launched herself into the reality world on EOTB.   

Final stages: Jemma is gearing up for the arrival of a baby girl in the coming weeks

Final stages: Jemma is gearing up for the arrival of a baby girl in the coming weeks 

Read more at DailyMail.co.uk


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