Matthew Davies-Binge, the self-proclaimed 'UK's top food reviewer' behind Food Review Club, has come under scrutiny for allegedly accepting payments of up to £1,500 per review without declaring them as advertisements on social media.

Davies-Binge, who boasts nearly one million TikTok followers, reportedly visited numerous restaurants across Cornwall and Devon, including Herd in Truro, Cluck N Chuck in St Austell, and the Thomas Daniell in Truro. However, business owners say they were approached with offers to pay between £750 and £1,250 for a review, with no indication that the resulting posts would be marked as paid content.

One such business owner, Lisa Bennett of Mega Shakes in Truro, criticized the influencer’s approach, saying: 'He’s making it seem like he’s just a regular customer when in fact he’s charging for these reviews.' She declined his team’s offer of a discounted review, calling the lack of transparency 'misleading and disingenuous.'

Loey Buiskool, owner of Wing Yard in Newquay, also shared her concerns, revealing she was previously offered a £1,200 review but ultimately refused due to ethical reasons. 'I just couldn’t go through with it because it didn’t feel right,' she stated, adding that she had since been blocked on social media for questioning the legitimacy of his posts.

The Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) emphasize the importance of transparency in influencer marketing. According to UK advertising regulations, any content shared in exchange for payment or gifts must be clearly marked as an advertisement. Failure to do so may violate consumer protection laws.

A spokesperson for the ASA confirmed that four complaints had been received about Food Review Club. While three were closed without further investigation, the case highlights growing concerns over undisclosed advertising in influencer content. The ASA reiterated that any material connection between a brand and an influencer must be disclosed clearly and upfront.

The CMA warned: 'Hidden ads are illegal and harmful, as they can mislead people into making purchases based on biased recommendations.'

Food Review Club and its management agency, Zodiac Global Ltd, have not responded to requests for comment regarding these allegations.