Influencer
‘Diary Of A CEO’ Host Steven Bartlett Finds Himself In The Center Of Ad Controversy
Entrepreneur and social media influencer Steven Bartlett faces scrutiny as the UK’s Advertising Standards Authority (ASA) bans ads featuring him for health brands Huel and ZOE.
The ASA rules the ads misleading for failing to disclose Bartlett’s financial interests in both companies.
Bartlett, who hosts the popular “Diary of a CEO” podcast, serves on the board of Huel and has invested in ZOE.
The banned ads include a Facebook post for ZOE quoting Bartlett: “If you haven’t tried ZOE yet, give it a shot. It might just change your life.”
Similar Huel ads feature Bartlett praising products as “Huel’s best” and “the best product that Huel has released.”
Huel and ZOE defend their ads, arguing that consumers understand celebrities endorse products within commercial relationships. ZOE expresses concern about potential broader impacts on brands and influencers if specific disclosures are required.
The ASA has instructed Huel and ZOE not to refrain from reposting the ads in their current format.
The regulator’s decision aligns with its ongoing efforts to regulate influencer marketing.
In May, the watchdog banned six ads from fashion influencer Grace Beverley for her business, TALA, citing improper disclosure.
This isn’t Bartlett’s first encounter with ASA regulations. In August 2022, the watchdog investigated him for not disclosing an ad on his podcast.
