Huel Advert Featuring Spencer Matthews Banned by UK Watchdog
Advertising Standards Authority rules claims about an ultramarathon runner's diet were irresponsible.
An advertisement for meal replacement Huel, featuring former reality television star Spencer Matthews, has been banned by the UK's Advertising Standards Authority (ASA). The ban follows claims made by Matthews in a podcast-style conversation with Huel founder Julian Hearn, where he stated an ultramarathon runner consumed only Huel and won a race by a significant margin.
The ASA ruled that the advert encouraged "irresponsible dietary habits" by presenting an exclusively Huel-based diet as compatible with extreme endurance events. The advertisement appeared on Instagram, YouTube, and Facebook in April and May.
Matthews, 38, recounted meeting a runner named James during a 2023 ultramarathon through the Amazon Rainforest. He claimed the runner "doesn't eat any solid meals ever. He eats Huel and only Huel every day" and subsequently "won it by miles." The runner in question was James Izzard, who won that year's ultramarathon nine hours ahead of his nearest competitor. Matthews himself finished the race in third place.
Izzard is a seasoned endurance athlete and has previously completed events such as the Marathon des Sables. Matthews has also participated in endurance events, including in memory of his late brother, Michael Matthews, who died while descending Mount Everest.
Huel argued that the video was intended to dispel the misconception that its product should replace meals 100% of the time. However, the ASA found that Matthews's anecdote directly contradicted any initial surprise or skepticism about the diet by attributing exceptional sporting performance to an individual who reportedly consumed no conventional food. The watchdog also noted that Hearn did not challenge the implication that an exclusively Huel diet might be inappropriate.
The ASA acknowledged that the advert did not explicitly recommend replacing all meals with Huel. Nevertheless, it concluded that the ad gave the impression that exclusively consuming Huel in place of conventional food was an acceptable dietary practice, particularly for demanding physical activities and exceptional sporting performance.
Four complaints were upheld by the ASA for breaches of rules concerning social responsibility and health and nutrition claims. The watchdog stated the ad must not reappear in its current form and warned Huel against encouraging exclusive consumption of its product in the future.
A spokesperson for Huel stated that the company respects the ASA's decision and has complied with the ruling. They reiterated that the advert aimed to challenge misconceptions about Huel being a meal replacement for every meal and affirmed that Huel is not positioned as a complete diet replacement or claimed to improve athletic performance. The company stated Huel is intended for convenient meals when a whole food option is not available, as part of a varied and balanced diet.