Celebrity endorsement can be good for brands, but it’s a complicated relationship

By Sameer Hosany, Professor of Marketing, Royal Holloway University of London

The UK’s advertising watchdog has banned online adverts for two nutrition brands, for their failure to disclose a well known businessman’s financial interest in the companies. Huel and Zoe had run adverts featuring testimonials from the entrepreneur and podcaster Steven Bartlett, who also appears on the popular BBC show Dragons’ Den.

The Advertising Standards Authority ruled that revealing Bartlett’s commercial relationship…

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