Ivanka Trump has come under fire for promoting Hispanic-owned business Goya Foods, as it violates ethics rules that bar US Government officials from using their public office to promote private companies.

Her endorsement follows the Goya Foods CEO, Robert Unanue, publicly praising President Trump during a Hispanic event at the White House on July 9. This led to calls for a consumer boycott of the brand, with some people mocking the company’s support of the presidential administration.

Donald Trump reacted to the CEO’s praise by tweeting about his “love” for the brand, which then prompted Ivanka to show her public support for Goya by posing with a can of Goya beans on her social media platforms.

US Government watchdogs have voiced concerns that Ivanka’s actions highlight the tendency of President Trump and those around him to flout the rules and blur the lines between politics and governing.

The White House was fast to defend Ivanka, with spokesperson Carolina Hurley stating that “only the media and the cancel culture movement would criticise Ivanka for showing her personal support for a company that has been unfairly mocked, boycotted and ridiculed for supporting this administration”.

Noah Bookbinder, executive director of Citizens for Responsibility and Ethics in Washington (Crew), said the rules were clear, suggesting that Ivanka was in clear violation of them.