'Reviewer' asked for £750 from business

A FOOD influencer who has spoken glowingly about venues in Plymouth has sparked a storm after businesses revealed he can charge up to £1,500 per visit without disclosing on his social media pages that he has been paid.

- By LISA LETCHER [e-mail]

Matthew Davies-Binge, the selfproclaimed 'UK's top food reviewer, as Food Review Club, has been accused of flouting advertising laws and not declaring in his social media posts whether or not he is receiving free food or being paid up to four figures for making "misleading" reviews.

Among popular places he has reviewed in Plymouth are Cap'n Jaspers, Zephyr Burger and Rockfish.

An investigation by The Herald's sister website Cornwall Live revealed that the 38-year-old has been reported to the Advertising Standards Agency (ASA), which confirmed that social media creaters should declare a posts as an advert if they received free products or were paid to share their views.

Food Review Club is managed by Zodiac Global, a talent management agency based in Dubai and London, and is required to declare a post is an advert if sharing about their own product. Matt, also the founder of his own sauce brand which he regularly promotes, did not disclose whether any of his visits in Cornwall were paid for advertorials.

His management company have emailed businesses offering his paid-for services for between £750 and £1,250 (discounted from a standard rate of £1,500, it said) in emails seen by CornwallLive.

Those that turned the offer down did not get a visit.

It has led to consternation from businesses over a lack of transparancy from the social media firm.

Lisa Bennett, 45, who runs Mega Shakes The Alternative Dessert Shop in Truro, started her business in the pannier market in Plymouth, and said she saw he was in the area on TikTok, where he is closing in on one million followers and appealing for recommendations on where to visit.