23/09/2014 09:20 BST | Updated 20/05/2015 06:12 BST

Blinging Up Baby Investigated After Child Welfare Complaints

Channel 5

Channel 5's Blinging Up Baby is to be investigated by television watchdog Ofcom after complaints it broke broadcasting rules relating to the welfare of children.

The controversial documentary, which was shown in July, featured mums who like to spoil their young daughters with spray tans, hair extensions and diamante dummies.

It included parents such as Essex mother Sophie May Dickson and her two daughters, Princess, four, and two-year-old Precious, who sported crystal studded clothes and fake nails, and Doncaster beautician Sammy Bushell, who buys her children expensive designer clothes.

Ofcom launched the investigation after receiving 11 complaints about the welfare of the children.

The media regulator will assess the show against section one of the broadcasting code relating to the involvement of under 18-year-olds in TV programmes.

Story continues after the video - which features footage from the show

'Blinging-Up Baby': Hair Extensions

According to Broadcast, Blinging Up Baby will be assessed in relation to Ofcom's rule 1.28, which states: "Due care must be taken over the physical and emotional welfare and the dignity of people under 18 who take part or are otherwise involved in programmes.

"This is irrespective of any consent given by the participant or by a parent, guardian or other person over the age of 18."

It will also be examined with rule 1.29 in mind, which makes clear that participants under the age of 18 must not be caused 'unnecessary distress or anxiety by their involvement in programmes or by the broadcast of those programmes'.

Did you watch the show? What did you think?

More on Parentdish: Meet the mums and children featured in Blinging Up Baby