Facebook adverts featuring Steven Bartlett promoting Huel’s Daily Greens powder have been banned by the UK’s Advertising Standards Authority (ASA) for failing to disclose Bartlett’s commercial interest in the company. The ads were found to be “likely to mislead” viewers and lacked key information that consumers needed to make informed decisions about the product.
The February ad showcased the Daily Greens product with a quote from Bartlett calling it Huel’s “best product”, while the March ad featured a video of Bartlett endorsing the food alongside a skeptical actor questioning its taste. The ASA received seven complaints about the ads, with concerns raised about the omission of Bartlett’s role as a director of Huel, which was not disclosed in the content.
Under the guidelines set by the Committee for Advertising Practice (CAP), marketing material must not mislead consumers or omit material information that is necessary for them to make informed decisions. In this case, the ASA determined that consumers needed to know about Bartlett’s position as a director of Huel in order to properly evaluate his endorsement of the product.
Huel responded to the ASA’s inquiries by explaining that consumers typically understand that celebrity endorsements are part of a commercial relationship with the company. The company also noted that Bartlett’s investment in Huel was publicly announced on their website and YouTube channel, receiving media coverage at the time.
Despite Huel’s explanations, the ASA ruled that the ads were misleading and should not appear in their current form. The watchdog instructed Huel to ensure that future ads include all material information regarding commercial relationships, including Bartlett’s role as a director at the company.
The ruling emphasized the importance of disclosing relevant information to consumers, stating that Bartlett’s directorship at Huel was material to their understanding of the ads and their decision-making process. By omitting this key detail, the ads were deemed likely to mislead viewers.
Moving forward, Huel and Steven Bartlett have been approached for comment on the ASA’s decision, but have not yet responded. The controversy surrounding the banned ads raises questions about transparency in influencer marketing and the responsibility of brands to disclose commercial relationships with endorsers.
Impact of the ASA Ruling
The ASA’s decision to ban the Huel ads featuring Steven Bartlett highlights the importance of transparency in advertising and the need for brands to disclose any relevant commercial relationships with endorsers. In this case, Bartlett’s role as a director of the company was deemed essential information for consumers to have when evaluating his endorsement of the product.
By failing to disclose Bartlett’s position at Huel, the ads were found to be misleading and in violation of advertising standards. This ruling serves as a reminder to brands and influencers alike that transparency is key when promoting products or services to consumers.
Lessons for Brands and Influencers
The controversy surrounding the banned Huel ads offers valuable lessons for brands and influencers engaging in influencer marketing campaigns. It underscores the importance of full disclosure and transparency in all advertising content, especially when using celebrity endorsements or influencer partnerships.
Brands should be transparent about any commercial relationships with endorsers, including details about financial interests or directorships. Failure to disclose such information can lead to misleading advertisements and potential backlash from consumers and regulatory authorities.
Influencers, on the other hand, should also be mindful of their obligations to disclose any commercial relationships with brands when promoting products or services. It is essential for influencers to maintain credibility and trust with their audience by being transparent about sponsored content and partnerships.
Implications for the Advertising Industry
The ASA’s ruling on the Huel ads featuring Steven Bartlett has broader implications for the advertising industry as a whole. It raises questions about the effectiveness of current regulations and guidelines in ensuring transparency and honesty in advertising practices.
Regulatory bodies like the ASA play a crucial role in monitoring and enforcing advertising standards to protect consumers from misleading or deceptive marketing tactics. The ruling on the Huel ads serves as a reminder to brands and advertisers that they must adhere to these standards and provide consumers with accurate and transparent information.
Moving forward, it is likely that the advertising industry will see increased scrutiny and regulation surrounding influencer marketing and celebrity endorsements. Brands and influencers will need to be more vigilant in disclosing commercial relationships and ensuring that their advertising content is truthful and transparent.
In conclusion, the banning of the Huel ads featuring Steven Bartlett serves as a cautionary tale for brands, influencers, and the advertising industry at large. It underscores the importance of transparency, honesty, and compliance with advertising standards to maintain consumer trust and integrity in marketing practices. Brands and influencers must prioritize transparency and disclosure in their advertising content to avoid potential pitfalls and regulatory repercussions.
