Stars of MTV reality show Geordie Shore are being investigated by the UK Advertising Standards Authority (ASA) for their affiliate marketing activities.

The Twitter and Instagram accounts of Scott Timlin, Gary Beadle and Aaron Chalmers are reported to have promoted the football betting markets of Ladbrokes and Coral.

Between them, the reality TV stars have a combined 15.2 million followers across their social media profiles. ASA has expressed concerns that the celebrity accounts may have ‘inappropriately targeted’ young and vulnerable viewers.

Reacting to the news, Marc Etches, CEO of industry charity GambleAware, indicated concerns with regards to the celebrities’ social profiles having a vast outreach to younger viewers.

“Reality TV stars have extensive social followings. Their fans trust them and are influenced by their views,” he stressed.

“Problem gambling and gambling-related harm is a serious public health issue that affects millions of people each year. Stars who care about their fans need to recognise that they too have a responsibility to ensure everyone understands the risks associated with gambling.

“In particular, we are concerned about the normalisation of gambling for children and young people who are increasingly exposed to gambling around live sport, on TV and via their mobiles.”

A Ladbrokes Coral spokesperson added: “Ladbrokes Coral has what is a very standard affiliate relationship with these celebrities, and which is compliant with the ASA and CAP [Committees of Advertising Practice] rules governing this activity.”

This investigation follows on from another Geordie Shore star, Marnie Simpson, and her PR agency Unleashed PR receiving a caution from the ASA back in October.