Steven Bartlett nutrition adverts banned for being misleading

Steven Bartlett, a prominent figure known for his podcast Diary of a CEO and his role on the BBC's Dragons' Den, has recently faced scrutiny regarding advertisements he promoted for nutrition products. At 31 years old, Steven is recognized for his distinctive cropped Afro hairstyle and short beard. The Advertising Standards Authority (ASA), which oversees advertising practices in the UK, has banned these advertisements after determining that they were misleading to consumers. The issue arose because Steven promoted products from two companies, Huel and Zoe, without clearly disclosing his business interests in both. The ASA noted that the ads, which were seen on Facebook in February, could easily be mistaken for independent reviews, potentially misleading consumers about the nature of the endorsements. Both Huel and Zoe defended the advertisements, arguing that it was evident to customers that Steven had a 'commercial relationship' with them. However, the ASA emphasized that it was crucial for consumers to be aware of his investment status in order to make informed decisions about the products being advertised. In one of the ads for Zoe, a health testing and diet advice company, Steven was depicted with a patch on his arm, accompanied by a quote stating, 'If you haven't tried Zoe yet, give it a shot. It might just change your life. ' The ASA received two complaints regarding this advertisement, highlighting that it was not sufficiently clear that he had a financial interest in the company. The ruling indicated that the ad could be perceived as an independent review, and knowing about Steven's investment was essential for consumers to understand the context of the endorsement. Another advertisement for Huel featured Steven drinking one of their products, with a quote claiming, 'This is Huel’s best product. ' In a second ad, he was seen in a video stating, 'This is the best product that Huel have released. ' The ASA concluded that many consumers would interpret these ads as testimonials from Steven about Huel’s products. Since the ads failed to disclose Steven's position as a director at Huel, the ASA determined that they were likely to mislead consumers. As a result, the ASA ruled that these advertisements could not be displayed again in their current form. Furthermore, both Huel and Zoe were instructed to ensure that future advertisements do not omit important information regarding their commercial relationships. The ASA had previously banned an ad for Huel in 2022, which aired on the Diary of a CEO podcast, where Steven claimed he had 'become hooked on' a caramel-flavored iced coffee drink. Huel, Zoe, and Steven have been approached for comments regarding this ruling.