The UK’s advertising watchdog is investigating complaints about London-based fintech Lanistar after a viral social media campaign run by the card payments company.

A spokesperson for the Advertising Standards Authority (ASA) told Financial News that the regulator has received a number of complaints regarding posts that were published on social media as part of a major influencer marketing campaign by Lanistar on 16 November. The campaign involved thousands of influencers including reality TV stars and Premier League footballers.