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The advertising watchdog investigates Instagram's influencer, Ms. Hinch, fearing she's not tagging posts plugging cleaning products as ads.
Sophie Hinchliffe, 29, from Esbad, gives cleaning tips to her 2.5 million social media subscribers.
The Advertising Standards Authority (ASA) has confirmed that it received three complaints in April regarding the labeling of advertisements in its Instagram posts.
The articles included Flash and Febreze products, both owned by Procter & Gamble.
Under the advertising rules, influencers must make it clear in such posts that they have been paid or rewarded for promoting, reviewing or talking about a product in their social media feeds under the legislation on consumer protection.
It is understood that ASA provided Ms. Hinchliffe with advice twice before the investigation into how to comply with the rules.
An ASA spokesperson said: "I can confirm that we received three complaints in April regarding Ms. Hinch's Instagram publications regarding advertising labeling (where she posted articles on products like Flash and Febreze). and are investigating.
"We will publish our decision in due course."
Hinchliffe said, "I take very seriously the responsibility that comes with monitoring large social networks, and for me, being authentic and transparent is extremely important.
"I'm lucky that brands want to work with me, but I only collaborate with those I really love and would recommend to people.
"I continue to learn a lot, but I feel that my community is clearly talking about any content that is part of a business partnership, and what is not.
"In fact, I am overly cautious about these guidelines and will continue to be."
Hinch's new book, Hinch Yourself Happy, tops Amazon's bestseller lists.
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