Steven Bartlett’s Nutrition Ads Banned for Misleading Claims

Advertisements for nutrition products endorsed by Steven Bartlett, known for his role as a host of the Diary of a CEO podcast  have been banned for misleading consumers. The Advertising Standards Authority (ASA) ruled that these ads did not adequately disclose Bartlett’s financial interests in the promoted companies, leading to potential consumer deception.

Bartlett, who is also an investor in the health testing and diet advice company Zoe and serves as a director at the meal supplement company Huel, faced scrutiny over ads he appeared in on Facebook in February. The ASA determined that the lack of transparency about Bartlett’s commercial ties made the advertisements appear as though they were independent reviews rather than paid endorsements.

In one controversial ad for Zoe, Bartlett is depicted with a health monitoring patch on his arm, accompanied by a testimonial urging viewers to try the product: “If you haven’t tried Zoe yet, give it a shot. It might just change your life.” The ASA received two complaints about this ad, arguing that it was not clear that Bartlett had a financial stake in Zoe. The ASA concluded that the commercial nature of the endorsement should have been disclosed to ensure that consumers could make an informed decision.

Similarly, two ads for Huel featured Bartlett either drinking or reviewing their products. In one ad, he was quoted saying, “This is Huel’s best product,” while in another, he appeared in a video praising it as “the best product that Huel have released.” The ASA found that many consumers might interpret these as personal testimonials rather than sponsored content. The ads’ omission of Bartlett’s role as a Huel director led to the conclusion that they were misleading.

The ASA’s ruling mandates that these ads cannot be used again in their current form. Huel and Zoe are required to ensure that any future advertisements clearly disclose commercial relationships to avoid misleading consumers. The ASA’s action also follows a previous ban on a Huel ad in 2022 where Bartlett claimed to have “become hooked on” a specific product flavor during his podcast.

Both Huel and Zoe, along with Steven Bartlett, have been approached for comments regarding the ban.