Love Island’s Luke Mabbott in hot water as he ‘breaches rules’

Oh dear

luke mabbott

by Lucy Smith |
Updated on

Luke Mabbott has been reprimanded on social media after an "oversight" on a recent Instagram post was seen to have "breached the Code."

The post in question was a TikTok in which the former Love Islander was promoting clothing from online retailer Boohoo Man. Though the video was a marketing post, Luke's caption simply read, "Outfit from @boohooman #boohooman," with no wording clearly identifing that it was an advertisement.

CHECK OUT: Love Islander Instagram earnings 2021 RANKED

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Love Islander Instagram earnings 2021 RANKED - slider

Georgia Harrison Instagram earnings1 of 10
CREDIT: Getty

Georgia Harrison

10) @georgialouiseharrison - £2,019 per postKicking things off in the bottom spot is Love Island 2017's Georgia Harrison. If this 26 year old did just one sponsored post per month, she could be taking home a comfortable £24k annual salary (...and she's defo doing more than one a month, FYI).

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CREDIT: Getty

Anton Danyluk

9) @anton_danyluk - £2,244 per postNext up, we have Love Island 2019's Anton Danyluk. In February 2020, Anton declared three ADs on his Insta feed - if we inflate that to a yearly salary, the 25 year old would be taking home a whopping £80k. Wowza.

Gabby Allen instagram earnings3 of 10
CREDIT: Getty

Gabby Allen

8) @gabbydawnallen - £2,381 per postFollowing on from Anton is Love Island 2017's Gabby Allen. In November 2020, Gabby posted six official ads on her feed - the most of our influencers so far. Adding that up over the course of a year, Gabby's theoretical salary would be drum roll £170k. Maybe we should sign up for Love Island 2021...

Kaz crossley instagram earnings4 of 10
CREDIT: Getty

Kaz Crossley

7) @kazcrossley - £2,645 per postIn seventh position is Love Island 2018's Kaz Crossley. Currently in Dubai, Kaz has posted two ads this month so far, though she often posts more. Based on her #spon content this month, Kaz's predicted salary would come in at around £60k, increasing by £30k annually for every additional ad she regularly posts each month.

laura anderson instagram earnings5 of 10
CREDIT: Getty

Laura Anderson

6) @lauraanderson1x - £3,113 per postIn sixth position (though, tbh, they're all winners with these salaries...) is former air hostess Laura Anderson. She's posted two official ads this month, bringing her potential salary to £74k. But, as with all the influencers, ads aren't the be all and end all. Influencers can be paid for things such as exposure and, most commonly, they can be paid through experiences and commodities - e.g. mini breaks, clothes etc.

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CREDIT: Getty

Zara McDermott

5) @zara_mcdermott - £3,143 per postGetting into the bigger names now. Zara McDermott comes in fifth position with £3,143 per post. This is what the 24 year old could earn solely through her Instagram, not to mention her contract with Made in Chelsea, her new fitness-wear range with Missguided - for this very much up and coming influencer, the possibilities are endless.

Shaughna Phillips Instagram earnings7 of 10
CREDIT: ITV

Shaughna Phillips

4) @shaughnaphillips - £3,294 per postNext up, and rather a surprise entry, is Love Island 2020's Shaughna Phillips. It's been less than a year since this Islander left the villa and she's already filling one of the top spots for her potential Insta earnings. She's posted three ads this month, bringing her predicted salary to a pukka £118k, but we have a feeling social media is just the tip of the iceberg for this one.

alex bowen instagram earnings8 of 10
CREDIT: Getty

Alex Bowen

3) @ab_bowen - £3,412 per postInto our top three, Alex Bowen was Love Island series two's runner up along with wife Olivia. The pair have been somewhat of a power couple since leaving the villa, and it's not a surprise brands are willing to pay for the 28 year old's whopping 1.6million followers exposure. Still, £3,412 - that's 11% of the UK's median income (in 2019, according to ONS).

Tommy Fury Instagram Earnings9 of 10
CREDIT: Getty

Tommy Fury

2) @tommytntfury - £6,724 per post...Followed by one half of what's arguably the UK's biggest influencer power couple, Mr. Tommy Fury. Tommy rakes in almost double Alex's per post earnings with a whopping £6,724 and that's not even including his winnings as a professional boxer.

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CREDIT: Getty

Molly-Mae Hague

1) @mollymaehague - £10,690 per postAnd finally, Love Island's highest influencer earner, Molly-Mae Hague. This comes as absolutely no surprise with Molly having set up her own tanning brand, a babein' collection with PLT and her own YouTube channel with 1.43million subscribers. All in the two years since she and Tommy became Love Island runners up. This girl is a savvy businesswoman and she's not to be messed with, if you ask us.

In response, after a complaint challenged the post in question, the Advertising Standards Authority then stepped in to analyse Luke's wording, ruling that, "We assessed the post as it would have appeared in-feed on TikTok and considered that there was nothing in its content, such as ‘#ad’ placed upfront, that made clear to those viewing it that it was an ad.

"We therefore concluded that the post was not obviously identifiable as a marketing communication and as such breached the Code."

According to an ASA watchdog, Boohoo reached out to the 25 year old to remind him of his contractual obligations (which included making the post identifiable as an ad) and they said Luke has since agreed not to make the same mistake again.

The reality star has now amended the caption, which was originally posted on the platform on 4 November 2020.

In more Luke related news, it was recently revealed that the influencer's girlfriend, Lucie Donlan, was already thinking about marriage.

WATCH: 'I Stole All The Underwear!' Fate: The Winx Saga Cast Play Who's Most Likely To...?

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Addressing the topic on her Instagram, the 22 year old responded to an assumption that she's "waiting for Luke to pop the question," and confirmed it by writing, "True .. 🤫👀."

The couple have now been dating for around six months and started talking after Lucie reached out to Luke once he had broken up with ex Demi Jones.

The pair's early relationship caused quite the controversy between Luke and his ex after Demi claimed that she thought Lucie had been talking with Luke while she was still with him.

Luke has since denied these claims, explaining rather that Lucie reached out "a week" after his and Demi's split.

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