Laura Whitmore placed on a glamourous show for the Lulu Guinness Valentine’s Dinner at Home House in London.
The Tuesday outing was her first since her Muff Liquor advert was banned by the ASA for ‘concentrating on minors and inspiring irresponsible ingesting’
Despite the backlash, the presenter, 37, sported a black velvet trouser swimsuit paired with a placing patterned shirt which had purple lips on it by Lulu Guinness.
She carried an embroidered fowl cage bag by the label as she posed for photos.
Laura wore her blonde locks in unfastened waves, choosing a slick of ruby purple lipstick.
The star, who’s married to Love Island’s voiceover star Iain Stirling, 34, and shares a 23-month-old daughter with him.
Letting her hair down: Laura Whitmore attended Lulu Guinness’ Valentine’s occasion at Home House on Tuesday after her Muff Liquor advert was banned by the ASA for ‘concentrating on minors and inspiring irresponsible ingesting’
Backlash: The ASA mentioned that Laura’s posts weren’t clearly marked as adverts and implied that alcohol can improve confidence
Her journey out comes after ASA additionally famous that her posts weren’t clearly marked as adverts and implied that alcohol can improve confidence.
The movies – launched in July – featured Whitmore ingesting peppermint tea, after which water, beer and ‘Muff & tonic’, whereas her dancing grew to become more and more energetic.
Music within the background included the lyrics: ‘I’ll be f***ed up if you cannot be proper right here.’
Text on display said ‘#MakemineaMuff’ and ‘If drinks have been dance strikes @muffliquorco #makemineamuff #muffboss #irishowned’.
A complainant, who understood that Whitmore was an investor in The Muff Liquor Company, challenged whether or not the advertisements have been clearly identifiable as advertising communications and have been inappropriately focused as a result of they featured alcoholic drinks.
Whitmore argued that the hashtag ‘muffboss’ was used to declare her shareholder standing and believed that ‘#advert’ wouldn’t have been an acceptable disclaimer as a result of she was not paid by The Muff Liquor Company for the posts.
However, the ASA dominated that the posts ought to have been clearly marked as advertisements.
The ASA additionally investigated whether or not the advertisements inspired irresponsible ingesting as a result of they implied that alcohol may improve confidence and was able to altering temper.
Moving on: Despite the controversy, Laura placed on a glamourous show for the Lulu Guinness dinner
The ASA famous that Whitmore was the previous presenter of Love Island – the fifth most-watched programme by these aged 4 to fifteen years outdated within the second quarter of 2022.
As a consequence, a big proportion of people who have been underneath 18 with TikTok accounts have been prone to work together with content material associated to Love Island on the platform.
In a press release, they defined: ‘Even if these people didn’t comply with Ms Whitmore, we thought of it was possible that the algorithm would decide Ms Whitmore’s posts to be of curiosity to them, that means they would seem of their ‘For You’ web page.’
Referring to Whitmore’s dancing whereas ingesting alcohol, the ASA added: ‘Whilst we acknowledged that the advertisements have been introduced in a light-hearted tone, nonetheless we thought of that customers would interpret the advertisements to imply that ingesting alcohol may precipitate a change in an particular person’s behaviour and will improve an particular person’s confidence.’
Glam: The presenter, 37, sported a black velvet trouser swimsuit paired with a placing patterned shirt which had purple lips on it as she posed for photos
The ASA have dominated that the advertisements should not seem once more.
The Muff Liquor Company have confirmed Whitmore was a shareholder however mentioned she was not paid for the advertisements and that they requested her to take away the advertisements inside 24 hours of being made conscious of the grievance.
They added that 2.7 % of Whitmore’s 1.6 million social media followers have been underneath 18 years of age, and subsequently understood that the product had not been inappropriately focused to under-18s.
Since receiving notification of the grievance, they’ve agreed any of Whitmore’s future advertisements for The Muff Liquor Company can be reviewed by the corporate earlier than being posted.
Axed: The movies – launched in July – featured Whitmore ingesting peppermint tea, after which water, beer and ‘Muff & tonic’, whereas her dancing grew to become more and more energetic
TikTok mentioned Whitmore had not used its branded content material disclosure device, although the publish appeared to fall into this class. Instagram mentioned it had no touch upon the investigation.
Whitmore has featured The Muff Liquor Company on her social media pages prior to now, final yr joking that they might be launching alcohol flavoured condoms in an April Fool’s publish.
The Irish presenter grew to become the face of the Donegal drinks model in 2021 and owns fairness within the agency as a shareholder.
She has labored with quite a few manufacturers for his or her client campaigns, together with Blossom Hill, eBay, Laybuy, Bodyform and Dare2b.
End of an period: She has labored with quite a few manufacturers for his or her client campaigns and final yr introduced she’d be stepping down because the host of Love Island
Last yr, the mother-of-one introduced she’d be stepping down because the host of Love Island, along with her substitute Maya Jama being lauded by followers.
Speaking about her choice to depart, Whitmore took a swipe at her ITV bosses as she claimed that she would nonetheless be fronting the present if she’d had extra freedom in her function.
She claimed: ‘If I may [have done] issues the way in which I wished to, I’d in all probability nonetheless be doing it.’
She mentioned she struggled to stay neutral whereas engaged on the present, admitting she generally wished to voice her opinion on what had occurred within the villa and ask the Islanders how they have been coping following their keep.
Speaking to Psychologies journal, Whitmore mentioned of the contestants: ‘There was solely a lot I can do as a bunch – I could not help them or not help them. I could not say something.
‘So you type of should go quiet, and that was arduous for me as a result of I like to have the ability to have these conversations.
‘If I may [have done] issues the way in which I wished to, I’d in all probability nonetheless be doing it.’
The TV star changed Caroline Flack because the host of the ITV courting present when she stood down in December 2019. Caroline tragically took her personal life aged 40 in February 2020.
Whitmore took to social media after final yr’s summer season season to element her choice, admitting she discovered flying forwards and backwards from the villa ‘very tough’.
In her assertion, Whitmore mentioned she was solely planning to fill in for Caroline for one collection, emotionally saying that she hope she did her late buddy ‘proud’.
High reward: Whitmore’s Love Island substitute Maya Jama has been lauded by followers after she kicked off the winter present in January