Can You Trust Food Influencers? Research Exposes Hidden Deals

A groundbreaking research piece has cast a spotlight on the world of food influencing. A Bristol-based food writer created a fictional Japanese restaurant, complete with a website and social media presence, to gauge influencer practices.

In a two-part study, 48 influencers were contacted regarding content creation fees, guaranteed positive coverage, and ad disclosure. Out of 33 responses, prices varied significantly, with some offering posts for free food and drink. Notably, five influencers agreed to promote the non-existent venue without labeling the content as an advertisement.

This practice directly contradicts UK advertising standards, which require paid posts, including gifted meals, to be clearly marked with #ad. The research highlighted how easily a surge of "misleading" positive noise can be generated online about a new venue or menu.

Food creator Oscar Bostock (Bos Finesse) emphasizes authenticity, stating he often declines collaborations that don't align with his genuine values. He differentiates between promoting a new menu and endorsing a venue he wouldn't frequent himself. Food critic Jay Rayner notes that while a good review from him still drives bookings, his focus remains on truthful and entertaining columns, acknowledging that influencers now add to the vast media landscape surrounding restaurants.

Adam Armstrong, head chef at Emberwood, views influencer promotion as a valuable tool for restaurants to gain visibility. He suggests that while some hold negative views of food creators, they are ultimately individuals sharing opinions. Edward Surman, director of The Nook Cheltenham, describes influencers as an "augmentation" to traditional criticism, allowing brands to shape their own narratives.

Baljinder Kaur Sangha-Gill (The Authentic Punjabee) believes influencers have broadened the conversation about food, moving beyond traditional newspaper recommendations. However, she cautions followers to be aware of undisclosed freebies. The research's founder concluded that the core issue is a lack of transparency, often driven by the platforms themselves, rather than the content creators.