The Advertising Standards Authority (ASA) is taking action against nutrition brands Huel and Zoe for their advertisements featuring celebrity entrepreneur Steven Bartlett. The ASA found that these ads did not disclose Bartlett's commercial connections with the brands, leading to a ruling that bans the ads from being aired again in their current form. Bartlett, known for his appearances on BBC's Dragons' Den and as the host of The Diary Of A CEO podcast, had endorsed both companies without revealing his financial interests—he is an investor in Zoe and a director at Huel.
Zoe, a brand offering health testing and dietary advice services, defended their advert featuring Bartlett by stating that consumers would naturally assume a celebrity endorsement implies a commercial relationship. However, the ASA argued that Bartlett's role as an investor in Zoe was crucial information that should have been disclosed to avoid misleading consumers. Huel, recognized for its vitamin-enriched food products, also faced scrutiny as Bartlett endorsed their "daily greens" product without adequately conveying his vested interest in the brand's success.
This ruling is not the first time Bartlett and Huel have faced criticism for undisclosed ties, as a podcast ad on The Diary Of A CEO was banned last year for failing to reveal Bartlett's directorship with the company while promoting one of their drinks. Zoe expressed disappointment in the ASA's decision, calling for clearer guidelines to ensure consistent disclosure of relationships in marketing efforts. Huel and Bartlett have not yet responded to the matter, but the ASA's rulings are expected to lead to increased scrutiny of celebrity endorsements, especially when financial interests are involved.