By Gemma Peplow, arts and entertainment reporter

Love Island contestants are to be given a "survival kit" to help them adhere to rules surrounding social media and advertising once they leave the famous TV villa.

The Advertising Standards Authority (ASA) has coupled up with ITV to make sure the stars of the show are aware of how to be upfront and clear with their followers about paid-for content.

Image: Maura Higgins is one of the most popular contestants this series

A stint as a participant on Love Island guarantees a huge boost in social media numbers; current popular contestants such as boxer Tommy Fury, model and ring girl Maura Higgins and influencer and model Molly-Mae Hague all have more than a million followers on Instagram.

A high follower count means contestants will be able command thousands of pounds for posts, with digital marketing firm Rise At Seven estimating that Molly-Mae, who has the highest following of 2.2 million, could earn more than £7,000 for a single social media picture.

This series of Love Island finishes on Monday, with the contestants then flying home from Majorca to take back control of their social media accounts, often run by friends or family during their time on the show.


The "cheat sheet" to declaring ads on social media includes advice for paid-for posts, gifts and discount codes, as well as information on how to display messages clearly.

While advertising on social media isn't against the rules, all users are required by law to make sure such posts are clearly labelled, with the ASA and the Competition and Marketing Authority (CMA) recommending the "#ad" hashtag.

More from Love Island

Anyone not being clear about paid-for content could face a potential ASA investigation.

ASA chief executive Guy Parker said: "Our checklist is a quick and effective way of helping Love Islanders ensure their social media posts stick to the rules and avoid misleading their followers.

"Our message is simple: make sure you're upfront and clear when you're being paid to post."

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