The advertising watchdog has dropped its investigation into the ‘influencer’ Mrs Hinch and household products giant Procter & Gamble, the Telegraph has learned.

The Advertising Standards Authority launched a probe last month into three social media posts by the 29-year-old ‘cleanfluencer’, whose real name is Sophie Hinchliffe, which contained products from her sponsor P&G.

However, the regulator said it was now satisfied that the posts did not breach ad disclosure rules after P&G said it had not paid Mrs Hinch directly for them.

Mrs Hinchliffe, who has garnered more than 2.5 million followers on Instagram through her cleaning tips, became a ‘brand ambassador’ for P&G in February.

The Telegraph understands Mrs Hinch has undertaken to follow the Competition and Markets Authority ad rules, which require posts to be labelled even where no payment has been received, but that feature products that may have been gifted.