Matthew Davies-Binge, better known as Food Review Club, has come under fire from restaurant owners for not disclosing the paid nature of his reviews. The UK’s top food reviewer has been accused of breaching advertising regulations by not differentiating between paid-for adverts and genuine critiques on social media.
Davies-Binge’s management company, Zodiac Global, offered promotional services to businesses in Cornwall at reduced rates of up to £1,250, sparking outrage among local business owners. While some declined the offers, others who accepted have since confirmed that they paid for his visits, raising concerns of misleading customers.
Owners like Lisa Bennett of Mega Shakes The Alternative Dessert Shop voiced their disappointment, highlighting the lack of transparency and labeling Davies-Binge as “disingenuous” and “phony”. Another proprietor, Loey Buiskool of Wing Yard, expressed reservations about the morality of paid reviews and the subsequent blocking of her attempts to clarify the nature of the visits on social media.
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The Competition and Markets Authority (CMA) has issued warnings about the potential violation of consumer protection laws through concealed advertisements, emphasizing the importance of clearly identifying any incentivized content as an ad. The Advertising Standards Agency (ASA) has received complaints regarding the Food Review Club’s lack of ad disclosure, underscoring the need for transparency in advertising.
The ASA and CMA stress the illegality and harm of hidden ads, citing the persuasive effect on consumer purchasing decisions. They emphasize the necessity of accurately disclosing advertising content and adhering to certain standards to ensure fairness.
Despite visiting various establishments throughout the UK, including those in Cornwall and Gloucestershire, Food Review Club has failed to declare which posts are sponsored, leaving the authenticity of his reviews in question.
Food Review Club and Zodiac Global have not yet responded to requests for comments.