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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.
Reality - Personality - Identity - Baby - Father
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 - Representatives - Jemma - Lucy - ASA
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'.
Pregnancy - Announcement - Father - Identity - Romance
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.
Tongues - Collaboration - Loss - Endorsement - Company
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!...
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