Adverts for nutrition products promoted by Diary of a CEO podcaster Steven Bartlett have been banned after a watchdog said they were misleading. The businessman, who is also a dragon on the BBC’s Dragons’ Den, promoted products for Huel and Zoe without disclosing his business interests in both companies.
The Advertising Standards Authority (ASA) found that the ads, which were seen on Facebook in February, could be mistaken for independent reviews, leading to potential consumer deception. Both Huel and Zoe argued against the ban, claiming that customers would understand the commercial relationship with Bartlett.
Bartlett, who is an investor in Zoe and a director at Huel, featured in the ads endorsing the products without clearly stating his affiliations. The ASA received complaints about the lack of transparency in the adverts, prompting the ban.
The regulator emphasized the importance of disclosing commercial relationships to allow consumers to make informed decisions about the products being promoted. The banned ads cannot appear again in their current form, and both companies must ensure future advertisements do not omit crucial information about commercial ties.
This is not the first time Bartlett’s endorsements have come under scrutiny, as an ad for Huel on a Diary Of A CEO podcast was also banned in 2022. Huel, Zoe, and Bartlett have yet to comment on the recent ruling.
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