Huel advert featuring Spencer Matthews banned by advertising watchdog
The Advertising Standards Authority banned a Huel advert in which Spencer Matthews described an ultramarathon runner winning on a Huel-only diet, ruling it encouraged irresponsible dietary habits. Huel says it has complied.
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The story, neutrally told
A Huel advert featuring former Made In Chelsea star Spencer Matthews has been banned by a watchdog. Sky NewsN “An advert for Huel meal replacement shakes featuring former Made In Chelsea star Spencer Matthews has been banned by a watchdog.” Read at Sky News ↗ The Advertising Standards Authority (ASA) upheld four complaints under its rules on social responsibility and on health and nutrition claims for food and food supplements. Daily MailR “The advertising watchdog received four complaints which it upheld for breaching its rules on social responsibility and associated health and nutrition claims of food and food supplements.” Read at Daily Mail ↗ In the 50-second clip, a podcast-style conversation with Huel founder Julian Hearn, Matthews said a runner he met in the 2023 Amazon ultramarathon ate only Huel and won the race 'by miles'. Daily MailR “He won it by miles, like literally just left us all in the dirt.” Read at Daily Mail ↗
The ad was posted on Instagram, YouTube and Facebook in April and May. Daily MailR “was posted on Instagram, YouTube, and Facebook, in April and May this year.” Read at Daily Mail ↗ The ASA said the anecdote presented an exclusively Huel-based diet as compatible with an exceptionally demanding endurance event, and that it encouraged or condoned irresponsible dietary habits. Daily MailR “encouraged or condoned irresponsible dietary habits” Read at Daily Mail ↗ It noted the ad did not explicitly recommend replacing all meals, and that Hearn said whole food would ideally be preferable, but it still ruled against it. Daily MailR “The ASA said it acknowledged that the advert did not explicitly recommend people should replace all of their meals with Huel.” Read at Daily Mail ↗
The ad must not appear again in its current form, and Huel was warned not to encourage exclusive consumption of its product. Daily MailR “Huel has also been warned not to encourage exclusive consumption of its product in the future.” Read at Daily Mail ↗ Huel said it respects the decision and has complied, and that the ad was meant to challenge the misconception that Huel should replace every meal. Daily MailR “Huel respects the ASA process and decision and has complied with the ruling.” Read at Daily Mail ↗ Matthews is a Huel brand ambassador; the Daily Mail said it had contacted his representative for comment. Daily MailR “Matthews is a brand ambassador for Huel and regularly posts on his Instagram to promote the brand.” Read at Daily Mail ↗
Every sentence links to the reporting it rests on.
Left0 outlets
No left outlet in our sources has covered this story yet.
Centre2 outlets
- Framing
- Brief news line leading with the ban and the 'irresponsible' meal replacement claims.
- Emphasis
- The ban and the watchdog's characterisation of the claims.
- Leaves out or plays down
- Offers little detail on the ruling, the complaints or Huel's response.
- Charged language
- “irresponsible”
- For example
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“Huel advert banned for 'irresponsible' meal replacement claims” — Sky News
Right2 outlets
- Framing
- Detailed account leading with Matthews' 'by miles' boast, with background on the runner, the race and Matthews' personal history.
- Emphasis
- Matthews' words, the ASA's reasoning, photos and biography of those involved, and Huel's statement.
- Leaves out or plays down
- Does not include a response from Matthews.
- Charged language
- “boasted”“A beaming Matthews”“gruelling”
- For example
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“An 'irresponsible' Huel advert in which Spencer Matthews boasted that an ultramarathon runner had won a race 'by miles' after only eating the meal replacement has been banned.” — Daily Mail
What every side reports
- An advert for Huel featuring Spencer Matthews has been banned by a watchdog.
- Both outlets describe the ad's claims as 'irresponsible'.
Huel organisation
Says it respects the ASA decision and has complied, and that the ad aimed to counter the idea Huel should replace every meal.
“We do not position Huel as a complete diet replacement or claim that it improves athletic performance.” — Daily Mail
Spencer Matthews person
No comment from Matthews is reported; the Daily Mail said it had contacted his representative.
“The Daily Mail has contacted Matthews's representative for comment.” — Daily Mail
Left0 articles
No coverage yet.
Centre2 articles
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Huel advert banned for 'irresponsible' meal replacement claims
Neutral Short report of the ban, headlined on the 'irresponsible' claims.
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Right2 articles
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Critical Leads on Matthews 'boasting' and the ban, with extensive background detail and Huel's response.
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- 30 Sep 01:46 First Daily MailR Huel advert in which Spencer Matthews boasted that an ultramarathon runner had won a race 'by miles' after only eating the meal replacement is banned
- 30 Sep 07:54 +6h 8m Sky NewsN Huel advert banned for 'irresponsible' meal replacement claims
- 30 Sep 14:02 +12h 16m Evening StandardN Huel advert banned for ‘encouraging’ replacing all meals with its products
- 30 Sep 14:46 +13h City A.M.RC Huel rapped for ‘irresponsible’ Spencer Matthews ad
Times are when each article was published, or when we first saw it if the outlet gave no time.