Bartlett’s Ads for Huel and Zoe Ads Banned by ASA

Double Trouble: Steven Bartlett’s Ads for Huel and Zoe Banned by ASA

Influencer marketing is a powerful tool, but with great power comes great responsibility, as entrepreneur Steven Bartlett recently discovered. The Advertising Standards Authority (ASA), the UK’s independent regulator for advertising, has banned adverts featuring Bartlett for health brands Huel and Zoe. Here’s the lowdown on why these ads fell foul of the rules.

Image Source: ASA
Image Source: ASA

The Case of the Undisclosed Investment

The ASA investigated complaints about three Facebook ads: two for Huel and one for Zoe. All three featured Steven Bartlett, a well-known figure in the business world thanks to his role on Dragons’ Den and his popular podcast, “The Diary of a CEO.”

The problem? The ads didn’t disclose Bartlett’s financial ties to the brands. He’s an investor in Zoe and a director at Huel. The ASA ruled that this lack of transparency was misleading to consumers.

Think about it this way: if your mate raves about a new restaurant they just invested in, wouldn’t you want to know that little detail before heading there for dinner? The ASA felt the same way – consumers deserve to know if someone promoting a product has a financial stake in it.

Bartlett’s Previous Brush with the ASA

This isn’t Bartlett’s first rodeo with the ASA. Back in August 2022, they investigated a segment on his podcast promoting Huel that wasn’t clearly marked as an ad. Transparency seems to be a recurring theme here.

What Does This Mean for Influencers and Brands?

The ASA’s ruling sends a clear message to influencers and brands in the UK: be upfront about financial connections. When someone like Steven Bartlett promotes a product they’re invested in, it’s not just a friendly endorsement – it’s an ad.

This doesn’t mean influencers can’t promote brands they have a connection with. But it does mean they need to be crystal clear about that connection. Here are some ways to do that:

  • Include a simple disclosure like “[Name of influencer] is an investor in [Brand name]” in the ad itself.
  • Use hashtags like #ad or #sponsored to flag the commercial nature of the post.

The Takeaway

Transparency builds trust. Consumers appreciate knowing when someone is being paid to promote a product. By following the ASA’s guidelines, influencers and brands can ensure their marketing efforts are ethical and effective.

Looking for More on Steven Bartlett, Huel, or Zoe?

  • Check out Steven Bartlett’s website > stevenbartlett.com
  • Want to learn more about Huel? Head over to their site > huel.com
  • Interested in Zoe? Find out more at > zoe.com

Remember, informed consumers make better choices. So, the next time you see an influencer promoting a product, keep an eye out for those all-important disclosure details.