The post, seen on October 31, showed an image of Hague wearing the dress, with text stating: “You can actually shop it now on PLT – Couldn’t not make it available for you guys too,” followed by a link to the retailer’s website.
A viewer, who understood that Hague was a creative director at PrettyLittleThing, complained that the ad did not make clear its commercial intent.
PrettyLittleThing confirmed that Hague was a creative director with the retailer, and that their contractual agreement expressly stated the requirement for her to include the #ad disclosure in posts.
The firm understood that the disclosure had been omitted by mistake and had reminded Hague of the requirement to prevent any similar mistakes in future.
A spokeswoman for Hague also said the #ad disclosure had been left off by mistake and would be used in future.
The Advertising Standards Authority (ASA) said: “We noted that the story had appeared in Molly-Mae Hague’s own account and did not contain any indication that it was a marketing communication.
“We considered that, while some of her followers may have known that she was a creative director at PrettyLittleThing, it was not immediately clear to all consumers that she had a commercial interest in PrettyLittleThing from the post itself.
“We therefore concluded that the commercial intent behind the story was not made clear upfront and it was not obviously identifiable as a marketing communication.
“We welcomed the assurances from both PrettyLittleThing and Molly-Mae Hague that similar posts would include a label such as #ad in future.”