ASA Bans Ads for Huel and Zoe Over Bartlett Links

The Advertising Standards Authority (ASA) has banned advertisements for health brands Zoe and Huel featuring entrepreneur Steven Bartlett due to a failure to disclose his commercial ties to the companies. The ASA determined that the ads, which were shared on Facebook in February, omitted crucial information regarding Bartlett's roles as an investor in Zoe and a director at Huel, leading to potential consumer deception. In the advertisement for Zoe, which provides health testing and dietary advice, Bartlett is seen wearing a yellow patch with the brand's logo and endorsing the product with a personal testimonial. Zoe defended the ad, arguing that consumers would inherently understand the nature of celebrity endorsements. However, the ASA concluded that the lack of transparency about Bartlett's financial interests was misleading and essential for consumers making informed decisions. Similarly, the Huel adverts, which promote ready-to-drink meals and protein supplements, featured Bartlett praising the brand's Daily Greens powder. The ASA found that these ads also failed to disclose Bartlett's directorial position, which was deemed material information that consumers should be aware of. The ASA's rulings highlight the importance of transparency in advertising, particularly when celebrities are involved. Both Huel and Zoe, along with Bartlett, have been contacted for comments regarding the decision, which underscores the regulatory body's commitment to ensuring truthful marketing practices.