A US-based anti-Islam influencer who had been authorised to attend a far-right rally in London has been blocked from entering the UK by the home secretary.

Valentina Gomez, a self-styled Maga influencer, was given permission last week to enter via a UK electronic travel authorisation (ETA).

She was due to speak at the Unite the Kingdom rally on 16 May organised by Tommy Robinson, whose real name is Stephen Yaxley-Lennon.

The Guardian understands that Shabana Mahmood has intervened to withdraw the authorisation on the grounds that Gomez’s presence “would not be conducive to the public good”.

The government gave the same reason when refusing permission for the rapper Kanye West, now known as Ye, to travel to the UK earlier this month. His ETA was withdrawn after concerns over a string of antisemitic, racist and pro-Nazi comments. West subsequenly apologised for his comments and blamed them on his bipolar disorder.

Gomez, 26, attended the first Unite the Kingdom rally in September alongside Yaxley-Lennon, and warned from the stage that “rapist Muslims” were “taking over” the UK.

“England, they took your guns, they took your swords, and they raped your women. You have nothing else to lose, but there’s still hope. You are still the majority. So you either fight for this nation or you let all of these rapist Muslims and corrupt politicians take over,” she said.

She also addressed police officers, telling them: “I need you to stop following orders because you know you are being told to look the other way while your country is being raped into submission.”

An estimated more than 100,000 people attended the event, thought to be the largest far-right rally of its type in British history.

In addition to a range of extremist speakers who appeared on stage, the event was addressed remotely by Elon Musk, whom Downing Street condemned for using “dangerous and inflammatory” language.

Mahmood has the power to cancel a person’s permission to enter or stay in the UK. A source close to the home secretary said: “While we recognise the democratic right that people must be free to peacefully express their views, this does not include promoting hatred and extremist views.”

Mahmood had faced pressure to ban Gomez from entering the UK.

The crossbench peer Shaista Gohir wrote on X two days ago: “The @ukhomeoffice should show consistent standards and deny UK entry to Valentina Gomez.”

After Gomez posted about her ETA approval, the Muslim Council of Britain wrote: “The decision highlights a clear double standards in how freedom of speech is applied and can potentially lead to less safety and security on the streets of Britain.

“Others have been denied entry to the UK for rhetoric directed at different faith groups. This inconsistency raises serious concerns about whose speech is deemed unacceptable and who is permitted.”

Gomez, a Christian who was born in Colombia, gained notoriety through a series of anti-Islam stunts. In August last year, she burned a copy of the Qur’an and vowed to rid Texas of the religion if she were elected to Congress.

In a video posted to social media while unsuccessfully standing for a Republican nomination to Congress, she said her goal was to “end Islam in Texas”. She asked Muslims to leave the state, saying: “Muslims can fuck off to any of the 57 Muslim nations.”

The TV celebrity Sharon Osbourne has faced a backlash after claiming this week that she would be attending the far-right rally.

On an Instagram post about the planned march, Osbourne’s official account left a comment saying: “See you at the march.” The homeless charity Centrepoint has said it will cut its ties with Osbourne as a result.