The Advertising Standards Authority (ASA) has clamped down on ads by Huel and Zoe. This follows the discovery that the companies failed to disclose crucial ties to Steven Bartlett.
The ruling claims that the ads were misleading as they didn’t reveal Bartlett’s financial interests.
The ASA’s Findings
Bartlett, famed for BBC’s Dragons’ Den and The Diary Of A CEO podcast, endorsed both Huel and Zoe in adverts. The ASA found these ads misleading because they omitted Bartlett’s financial interests—he is an investor in Zoe and a director at Huel.
Details of the Breach
Zoe defended its advert, arguing that consumers would assume a commercial relationship with Bartlett. However, the ASA countered that Bartlett’s investment was critical information. This omission made the ads misleading.
Huel’s Advert Under Scrutiny
The ASA stressed that transparency about financial interests is crucial for consumers to make informed decisions.
Previous Incidents Involving Bartlett
Such repeated incidents raise concerns about the consistency and transparency of endorsements involving Bartlett. The ASA’s rulings highlight ongoing issues in this area.
Reactions from Zoe and Huel
Meanwhile, Huel and Bartlett have not yet commented on the ASA’s findings or the ads’ banning.
Implications for Celebrity Endorsements
Transparency ensures that consumers can trust the endorsements they see and make informed choices.
Final Thoughts
As the ASA continues to monitor endorsements, companies and influencers alike must ensure they fully disclose any potential conflicts of interest.
The ASA’s ruling against Huel and Zoe emphasises the need for transparency in advertising.
Companies and influencers must disclose financial ties to maintain trust with consumers. The increased scrutiny on celebrity endorsements will likely lead to better industry practices.
