Meg Houghton-Gilmour contacted 48 food influencers through a fake “coming soon” Japanese restaurant and got 33 replies, exposing offers of paid promotion before anyone had eaten there.
Five creators said they would post in exchange for free food and drink without labelling the content as an ad, despite UK rules requiring disclosure of paid posts, including free meals.
Houghton-Gilmour said the exercise generated misleading positive buzz around a restaurant that did not exist, highlighting how repetitive social-media promotion can shape diners’ choices.
Oscar Bostock and Baljinder Kaur Sangha-Gill said credible creators can help celebrate food culture, but both stressed authenticity and warned followers should know when meals or posts are paid for.
Jay Rayner and restaurant operators said influencers are not replacing critics, but the episode sharpened concerns that free hospitality can weaken trust even as social media becomes a major marketing channel.