Former Love Island star Tasha Ghouri has been slammed by the UK advertising watchdog over "misleading" posts online.

The star was criticised by the Advertising Standards Authority (ASA) and placed on the organisation's non-compliance page for routinely posting adverts and failing to correctly label them.

The page, which was launched by the ASA in 2021, names and shames influencers for breaking rules around the disclosure of online posts advertising a service or product.

Those who continue to violate rules for more than three months are subject to increased monitoring of their content.

If the offending influencer continues to mislabel their sponsored posts, the ASA will pursue further action such as taking out their own adverts on social media to warn consumers about the influencer's behaviour.

Love Island contestant slammed by advertising watchdog over 'misleading' content

ASA senior compliance executive Ed Senior said of ITV Love Island star Tasha Ghouri's violations: “Three years ago, we conducted a major research project that found that UK influencers were only disclosing ads 35% of the time.

“Since then, we’ve seen a lot of improvement, but some influencers are consistently not labelling ads.

“Our rules are clear. Any ads on social media must be recognisable as ads. We recommend using #ad, up front, so that a viewer knows immediately what they’re seeing. Ignorance is not an excuse.

“We spoke with Ms Ghouri about her advertising and, while there were some genuine attempts to disclose some content appropriately, we were still concerned by a consistent lack of adequate disclosure on other occasions. We therefore weren’t satisfied by the overall response.

“Along with naming her on our webpage, we’ll be closely watching her content to ensure she properly labels all of her ads in future.”

Ghouri is a model and dancer who became the first deaf contestant to appear on Love Island in 2022.