The Advertising Standards Authority (ASA) is set to issue a ruling this week banning advertisements for the nutrition brands Huel and Zoe, due to their failure to disclose their commercial connections with celebrity entrepreneur Steven Bartlett.
Bartlett, a prominent figure known for his role on BBC’s Dragons’ Den and as the host of the popular The Diary Of A CEO podcast, featured in adverts endorsing both companies. However, the ASA determined that these ads were misleading, as they did not inform consumers of Bartlett’s financial interests—he is an investor in Zoe and a director at Huel.
The regulator’s findings revealed that two adverts for Huel and one for Zoe breached rules on non-broadcast advertisements by omitting crucial information about Bartlett’s ties to the businesses. The ads in question are now prohibited from being aired again in their current form.
Zoe, which offers health testing and dietary advice services, defended its advert featuring Bartlett, arguing that consumers would naturally assume a commercial relationship exists when a celebrity endorses a product. However, the ASA countered that Bartlett’s role as an investor was critical information that could influence consumer decisions, making the ad misleading without such disclosure.
Huel, known for its vitamin-enriched food products, faced similar scrutiny. In one banned advert, Bartlett praised Huel’s “daily greens” as the brand’s “best product”. The ASA highlighted that while the marketing was clearly identifiable, it did not adequately convey Bartlett’s vested interest in Huel’s success.
This isn’t the first time Bartlett and Huel have faced criticism over undisclosed ties. Last year, a podcast ad on The Diary Of A CEO was similarly banned after Bartlett failed to reveal his directorship with the company while promoting one of their drinks.
A spokesperson for Zoe expressed disappointment in the ruling, stating that the ASA’s decision could have broader implications for how brands and influencers disclose relationships in their marketing. They called for clearer guidelines to ensure consistent application of the rules.
Huel and Bartlett have yet to comment on the matter. The ASA’s rulings are expected to prompt greater scrutiny of celebrity endorsements, particularly where financial interests are involved.
