The adverts, which featured products from the nutrition brands Huel and Zoe, were deemed misleading by the watchdog due to the lack of transparency regarding Bartlett's business interests in these companies.

Bartlett, who is an investor in Zoe and holds a directorial position at Huel, promoted their products on Facebook in February. However, the ASA ruled that the ads failed to clearly indicate his commercial relationship with the brands, which could lead consumers to mistake them for independent reviews.

In one of the advertisements for Zoe, a health testing and diet advice company, Bartlett was shown wearing a patch on his arm, accompanied by the statement: "If you haven't tried Zoe yet, give it a shot. It might just change your life." The ASA received complaints arguing that it was not evident from the advert that Bartlett had a financial stake in the company. The watchdog concluded that this omission was significant, as consumers might make purchasing decisions based on the belief that the recommendation was unbiased.

Similarly, in two separate ads for Huel, a meal supplement company, Bartlett was depicted drinking one of their products, with captions such as: "This is Huel’s best product" and "This is the best product that Huel have released." The ASA determined that these adverts were likely to mislead consumers because they did not disclose Bartlett's role as a director at Huel. The ads, therefore, created the impression that the endorsements were impartial, which was not the case.

Both Huel and Zoe contested the ASA’s decision, arguing that it would be evident to customers that Bartlett had a commercial relationship with the companies. Despite their defence, the ASA ruled that the ads could not appear again in their current form and instructed both companies to ensure future advertisements fully disclose any relevant commercial connections.