One of the two banned ads for meal supplement company Huel saw the podcaster in a similar situation, pictured drinking one of their products with a quote saying: “This is Huel’s best product”.
In the second advert, he was seen in a video saying: “This is the best product that Huel have released”.
“We considered that many consumers would interpret the ads as featuring a testimonial from Steven Bartlett about one of Huel’s products,” the ASA said in its ruling.
“Because the ads omitted material information about Steven Bartlett’s position as a director at Huel, we concluded they were likely to mislead.”
The watchdog said the ads could not appear again in their current form and that both companies must make sure future adverts don’t “misleadingly omit” information about commercial relationships.
The regulator also banned an ad for Huel in 2022 on a Diary Of A CEO podcast where the presenter said he’d “become hooked on” a caramel flavour iced coffee drink.
Huel, Zoe and Bartlett have been approached for comment.
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