From her social media profile, 33-year-old mum of four, Clemmie Hooper, lives a picture perfect life.
The part-time midwife and woman behind the Instagram account @mother_of_daughters, which had 470,000 followers, has deleted everything after a Mumsnet forum post accused her of exploiting her children.
Along with her husband Simon – who has a cool 845,000 followers on his account @father_of_daughters – UK-based Clemmie regularly posted sponsored photos marked with #ad featuring the couple’s four children Anya, Marnie, Ottilie and Delilah.
The children, who are aged between two and 10 years of age, regularly participate in partnerships with Renault UK, Edition Hotels and Visit Florida which included a family vacation to Walt Disney World.
As a result of their social media platforms, Simon and Clemmie also released three books.
While Clemmie hasn’t specified exactly why she closed her Instagram account, a week prior to its deletion she participated in a Mumsnet chat on ‘influencer ethics on Instagram’.
One Mumsnet user said using children to make money was “morally wrong.”
“The way I see it, any use of children in advertising without them being signed up to an external agency who handle their booking and finances is morally wrong,” they wrote.
“I think in the future, Instagram influencers who use and exploit their children for money will feel really ashamed that they did that and wish they’d used other means.”