How should UK investors assess Dragons' Den-linked wellness brands?

Start with a claims register, evidence packs, and CAP Code alignment. Review all ads, creator posts, and landing pages for disease claims. Test customer outcomes with cohort data, returns, and complaint rates. Check contracts for copy control and takedown rights. Model cash and margin under ad pauses and higher refunds.

What UK rules apply to wellness advertising?

The CAP Code governs advertising, enforced by the ASA. Health and medicinal claims face strict limits, and disease treatment claims need authorisation under MHRA rules. Paid content must be clearly labelled. Keep robust evidence for efficacy claims, and align packaging, websites, and influencer posts with approved copy at all times.

Does Steven Bartlett’s engagement change investment risk?

The news can lift attention and sales, but it may also bring extra scrutiny to wellness claims. Build monitoring for sentiment, search, and returns. Prepare compliant creatives and creator briefs. Ensure rapid takedown processes and evidence on file so increased media focus does not turn into regulatory or partner issues.

What diligence questions should we ask founders now?

Ask for a complete claims inventory, evidence hierarchy, and history of ASA interactions. Request creator contracts, approval workflows, and takedown SLAs. Review refund policies, complaint logs, and channel mix. Confirm contingency plans for ad removals, and see how pricing and margins hold if growth slows during compliance fixes.

Global Market Insights

January 11: Dragons’ Den’s Bartlett Engagement Puts Wellness Bets Under Scrutiny

ByHuzaifa Zahoor January 12, 2026January 12, 2026

Dragons’ Den is back in focus as Steven Bartlett’s engagement triggers fresh debate on wellness investments, ASA advertising bans, and media scrutiny. For UK investors, the headline is a reminder that influencer-led health brands can face rapid swings in attention and risk. We look at what this means for due diligence, how to gauge regulatory exposure, and the practical steps to protect capital in deals tied to influencer marketing and wellness claims across the UK market.