Former Made in Chelsea star Binky Felstead has been rapped by advertising watchdogs after plugging Vodafone without revealing they had given her free Wimbledon tickets.
The reality TV star posted on Instagram from the tournament's hospitality suite wearing a Vodafone lanyard and pointing to their logo, and put up pictures from the Vodafone Lounge Bar.
Ms Felstead, who is expecting her third child, also thanked Vodafone for her day out at the tournament but none of the posts were tagged as advertising, drawing a complaint.
Vodafone said she was not paid for the post, but they did provide her with free tickets to the tournament and entry to the hospitality suite.
They admitted this could be considered payment but - despite asking her to post @Vodafone and #FeelTheConnection - she was under no obligation to and they had no control over what she posted.
Following the complaint she added #gifted, but the Advertising Standards Authority said this was still not good enough and that the posts were all intended as adverts.
The ASA banned her from using the post again and said all future uploads needed to have #ad on them to avoid confusion.
An ASA spokesman said: 'The complaint was about an Instagram post and an Instagram story on Alexandra Felstead's account @binkyfelstead.
'The Instagram post, seen on 3 July, contained three images. One image featured Binky Felstead and a man standing in front of a living wall wearing a lanyard with Vodafone logos on it.
'A second image showed Binky Felstead standing in front of the same living wall pointing at a Vodafone Logo which was on the wall.
'The accompanying comments stated 'Tennis colours and a lovely day out with this one' and 'Thank you @Vodafone UK for being such incredible hosts #FeelTheConnection'.
'The Instagram story, seen on 3 July, contained two images. The first image was in the Vodafone Lounge bar and showed a bartender wearing a Vodafone branded apron pouring a drink.'
They added: 'This image was tagged with @Vodafone, #FeelTheConnection and a location marker for Wimbledon.
'The second image showed Binky Felstead standing next to a living wall which contained the Vodafone logo.'
The spokesperson commented that Vodafone said they did not have a contractual agreement with Ms Felstead, but they did provide her with tickets to Wimbledon and invited her to their hospitality suite as a guest.
'They agreed that the supply of the tickets and hospitality could be considered payment under the CAP Code,' the spokesperson said.
'They did not believe, however, that they had editorial control over the content or posts and therefore did not believe that the posts were advertorials for the purposes of the Code.
'They said they did not have any approval over Ms Felstead's posts. Ms Felstead's agency said she was not paid and was not required to create any social media posts. She amended the post with #Gifted.'
However, upholding the complaint, the spokesman said: 'While we acknowledged that there was no commercial agreement between Vodafone and Ms Felstead, we considered that the provision of the free tickets constituted a payment to her.
'We considered the requests from the Head of Social Media at Vodafone and particularly the specification of a defined hashtag, amounted to an instruction on what to post, and ultimately a level of editorial control over the content of Ms Felstead's post.
'We assessed the posts as they had appeared and considered there was nothing that made clear to those viewing that they were an ad.
'The post and story must not appear again in their current form.
'We told Vodafone and Alexandra Felstead to ensure that their future ads were obviously identifiable as marketing communications, and that identifiers such as '£ad' were used and were clearly and prominently displayed.'
