INSTA-MUMS who share pictures of their seemingly glamorous journey through motherhood on Instagram have come under fire from ordinary parents accusing them of ‘shameless advertising and self-promotion’.
Mumsnet users have criticised ‘endless’ holiday snaps and product plugs from the accounts, saying they paint an unrealistic portrait of life as a mother.
Mother of Daughters, Courtney Adamo and Mother Pukka were among the social media mums who were mentioned in the discussion about the power of Insta-mums.
Some users claimed such accounts were using the idea of motherhood to sell products while pretending to relate to other mums.
But other parents came to their defence saying being a mummy blogger ‘is a job like any other’ and that they were simply providing for their children.
Others pointed out that Instagram users have the power to unfollow the accounts any time.
The discussion started after one member of the forum said she took the decision to block the Insta-mum accounts after becoming ‘weary of the constant daily barrage of brand endorsements’.
Posting under the username Hmmmx100, she wrote: “I can’t relate to people on £100k a year in Farrow & Ball houses. I just can’t.
“AIBU [Am I being unreasonable] to feel a bit miffed that these people are using the idea of sisterhood to make money? They’re not our friends, they’re just there to sell us stuff that we probably don’t need anyway.”
Others agreed, with one writing: “I completely get where your coming from, I follow a lot of Insta mums too and to be honest it started getting me down. [T]hey are all so perfect with perfect houses and life’s (sic).”
Another added: “I follow a few but recently have found it really cringey when they’re parading freebies around.”
However, other commenters leapt to the defence of Insta-mums, saying they are entitled to make a living.
One wrote: “Are people really so naive that they think these women are surviving on fresh air? They are self employed business women that’s all.
“Let’s face it, the reason they have this ability to attract brands who want to give them things is because of their huge following.”
Celebrities and ‘influencers’ have recently been warned to clearly identify when they are promoting products on Instagram in return for payment.
The Advertising Standards Agency said: “Content should make it obvious that it’s advertising as well as sticking to the general rules that require ads to be truthful, responsible and avoid causing harm or offence.”