While it’s not unusual for celebrities to spruik products on social media, announcing you’re expecting a baby via a sponsored pregnancy test might be taking things to a whole other level.
US reality star Malika Haqq, who is Khloe Kardashian’s best friend and makes regular appearances on Keeping Up With The Kardashians, first revealed she was pregnant over the weekend in an interview with People.
In the article, People reports that Haqq “first learned she was pregnant after partnering with Clearblue and monitoring her body for several months with Clearblue’s Advanced Digital Ovulation Test and realising her period was three days late”.
In the interview, the Good American model also revealed she had decided not to disclose the baby’s father or sex.
“Learning the baby’s sex was a big deal for me and now I feel like I have time,” she said.
“I have time to think about nursery ideas, to think about a name. I’m just really enjoying now, getting to a point where I can celebrate being pregnant and (it) not being a secret.”
But the #sponcon didn’t end there, with Haqq also sharing several posts spruiking the pregnancy test on her Instagram feed and story.
“Thank you, @Clearblue for being a CLEAR and intricate part of the most important test result of my life. 2020 baby! #ClearblueConfirmed #ClearbluePartner,” she wrote in the caption of one photo.
Haqq’s decision to announce her pregnancy in a series of sponsored posts and an interview sparked quite the reaction online, with some criticising the move as “tacky”.
Malika Haqq announced her pregnancy with a sponsored post?
Tacky tacky tacky.
— JTM (@Jubilance1922) September 27, 2019
Ppl are talking about Malika announcing her pregnancy with an ad for a pregnancy test and maybe it’s just me but … who … cares? She was going to announce it anyway no? The ad fits the occasion no? So what does it matter? It’s not that deep
— whats your socials? (@yagirltoomuch) September 27, 2019
Malika really turned her pregnancy announcement into an ad…
Well I guess that’s one way to do it. What a time to be alive lol. Congrats!
Kris definitely had something to do with this right? Or does she only do that for her kids? pic.twitter.com/3aNxfLAmYj
— Unfriendly Black Hottie (@mainlybravo) September 27, 2019
The fact that Malika has announced that she’s pregnant via a sponsored Instagram post has killed me 😅
— Nuala Boal (@nualaboal) September 27, 2019
I’m screaming that Malika Haqq made her pregnancy announcement an ad 😭😭😭😭😭
— RM (@renzykm) September 27, 2019
Despite the mixed reaction to her sponsored posts, Haqq’s best friend Kardashian shared a photo on Instagram congratulating the mum-to-be.
Haqq isn’t the only person to be criticised over posting sponsored content to mark major life events.
Back in June, an influencer couple’s surprise marriage proposal went viral, only for it to emerge it had all been planned with sponsorship in mind.
Social media starlet and Goop director of brand partnerships Marissa Fuchs took to Instagram to share videos of her boyfriend Gabriel Grossman professing his love for her and declaring he had “the most important question of my life to ask you”.
Grossman took Fuchs on a 48-hour “scavenger hunt” that ended in Paris and a proposal, but according to Taylor Lorenz of The Atlantic, it was nothing more than a “meticulously planned marketing stunt”.
Lorenz reported that before the scavenger hunt “marketers at various brands and agencies had received a PDF outlining the future engagement in the context of a potential sponsorship”.
Originally published as Woman’s ‘tacky’ pregnancy reveal slammed