Mrs Hinch is cleaning and mum Instagram account that’s signed to the premiere social media talent agency in Europe Gleam Futures.
The Essex based social media influencer has a very lucrative contract with Procter & Gamble as a brand ambassador and regularly posts promoting their range of products from Pampers nappies to Fairy liquid.
Sophie Hinchliffe has stands and posters displayed in shops such as B&M alongside all the Procter & Gamble products that she recommends to her viewers as part of the brand deal.
Users can often see an @joyofclean and Brand Partner on posts that feature the P&G products, however these are often very small and don’t use the clear labelling of AD as recommended by the CMA for social media endorsements.
Users on Tattle Life were worried to see that the main face of P&G products, who also has a young child, broadcasting to her 3.1 million followers that she had removed the important child safety locking lid on detergents in her home:
The image above shows a box of detergent with the childproof lid ripped off, on a bottom shelf and well within reach for a child.
Many viewers are concerned that people will emulate the social media influencer as that’s their job at the end of the day. Sadly there’s been several fatalities concerning young children consuming the detergent tabs as they’re brightly coloured and resemble sweets.
In P&Gs own site they have just two tips and Mrs Hinch is breaking both of them:
Keep pods in their original container and keep the container closed – click-close the Fairy Non Bio pack to keep little fingers out
Keep liquid laundry capsules out of children’s reach and sight – a high shelf or a locked cupboard would be excellent.
Users have complained to P&G that their main brand ambassador has promoted removing the safety features:
Another user commented on the breach of the safety ethos that the brand has been promoting.
Users have also noticed that the safety lid was all in place before Mrs Hinch cleaned, or hinched as she likes to brand cleaning.
Mrs Hinch has deleted the instagram story of the fairy capsules without the safety lid before it expired. Limegoss has contacted p&g for a statement and has had no reply yet.
Some users received a reply from P&G about how hard they work on safety, but were not satisfied with the response:
The Mrs Hinch instagram has posted before about the child safety Lid on p&G products. Although it’s unclear if Mrs Hinch makes all of her posts herself.
Also the Essex cleaner and mum of one has taken part in challengers concerning the child safety lid while paid to attend P&G events as part of her ambassadorship of the brand.
The following day Mrs Hinch did not directly address the situation or apologise but posted stories showing the child proof safety lid on the cleaning products and how she always closes it.