Dragons’ Den star dealt huge blow after adverts are banned [Video]

Adverts featuring Dragons’ Den star Steven Bartlett have been pulled as they breached regulations.

The Advertising Standards Authority (ASA) banned Steven’s adverts for nutrition brands Zoe and Huel because they failed to disclose their commercial relationship with the celebrity entrepreneur.

The regulator ruled the ads, seen on Facebook in February, were misleading or likely to mislead consumers as they ‘omitted material information’ about their links to The Diary Of A CEO star.

The 31-year-old’s fund invested in Zoe, which offers health testing and dietary advice services, and a director at Huel, known for its vitamin-enriched food items.

The advert for Zoe featured an image of Steven with a Zoe patch on his arm, with text in the form of a quote from him which stated: ‘If you haven’t tried Zoe yet, give it a shot. It might just change your life.’

Defending the ad, a Zoe spokesperson told Metro.co.ukargued regulations do not stipulate companies …