Lord Sugar forced to remove tweet promoting toothbrush kit

Lord Alan Sugar has been made to remove a tweet promoting a teeth whitening product after breaching advertising guidelines.

The Apprentice host, 73, said the Stylsmile Teeth Whitening Toothbrush Kit would be a "perfect Xmas gift" but did not make clear that the post was an ad, the Advertising Standards Authority (ASA) said.

Lord Sugar is a director of the manufacturer Stylideas Ltd and owns a 50% share in the business – sharing it with a previous winner of his popular TV show.

34 PHOTOS
Lord Alan Sugar
See Gallery
Lord Alan Sugar
Chairman of Amstrad, Sir Alan Sugar, unveils his new Amstrad 'e-m@iler plus', an e-mail-enabled home phone, in London. Sir Alan said he believed the e-m@ilerplus would allow Britons to surf the web without the pomp of booting a computer up. * Explaining the new technology Sir Alan described its features, including access to Microsoft Mobile Explorer, a library of computer games from Sinclair ZX Spectrum, answering machine, hands-free phone, text messaging and e-mail capacity, and a 700-name address book. The device goes on sale this year for 99.
Lord Sugar in the stands during the UEFA Champions League Final at the Wanda Metropolitano, Madrid.
Past Apprentice winner Dr Leah Totton stands with Lord Alan Sugar during a photo call for the opening of her second skin care clinic in Loughton, Essex.
Alan Sugar and his wife Ann attending the Pride of Britain Awards 2017 held at Grosvenor House, London. Photo credit should read: Doug Peters/EMPICS Entertainment
Lord Alan Sugar (left) with Apprenctice candidate, Joseph Valente, who has been revealed as the winner of the BBC One programme The Apprentice and will receive Lord Sugar's �250,000 investment in their business plan, as they meet together after the final show in central London.
Guest of honour Graham Norton meets Nicholas Parsons (left) and Lord Alan Sugar as he attends a tribute lunch hosted by The Lady Taverners at the Dorchester Hotel, London.
Lord Sugar and inventor Tom Pellereau, who won the 2012 series of The Apprentice, hold pictures of themselves as babies in Convent Garden, London, during the unveiling of their latest product, a nail clipper for children.
Lord Sugar and inventor Tom Pellereau, who won the 2012 series of The Apprentice, with Ren Butler aged two from Blackheath at a store in Convent Garden, London, during the unveiling of their latest product, a nail clipper for children.
Guest Lord Alan Sugar during filming of The Graham Norton Show at The London Studios in south London.
(Left - right) Nick Hewer, Lord Alan Sugar, Karren Brady and Dara O'Briain at a photocall at The Soho Hotel, London, to launch this year's series of the BBC programme The Apprentice.
EMBARGOED TO 0001 MONDAY DECEMBER 20 Lord Sugar and Stella English, the winner of the Apprentice 2010 at Talkback Thames in London.
Lord Alan Sugar in the House of Lords chamber during the State Opening of Parliament.
Sir Alan Sugar and wife Ann arriving for the British Academy Television Awards at the Royal Festival Hall in central London.
STRICTLY EMBARGOED. NOT FOR PUBLICATION BEFORE 0001 THURSDAY JUNE 12, 2008. Lee Mcqueen, the winner of series four of The Apprentice pictured with his new boss, Sir Alan Sugar during a photocall at the Riverside Studios in London.
(Left-right) Nick Hewer, Margaret Mountford, Sir Alan Sugar and Adrian Chiles attend the launch of The Apprentice - Series 4 (TX: Wednesday March 26, 2008, BBC 1 @ 2100), at RIBA in Portland Place, central London.
Sir Alan Sugar arrives at the Cystic Fibrosis 'Liv' charity event at The Dorchester Hotel in central London.
Winner of The Apprentice (TX: Wednesday 13 June 2007 @ 2100, BBC One), Simon Ambrose (right), attends a photocall with Sir Alan Sugar at the Riverside Studios in Hammersmith, west London.
Sir Alan Sugar (second right) with his assistants on the show Margaret Mountford and Nick Hewer (right), and presenter of The Apprentice: You're Fired Adrian Chiles, launche a new series of The Apprentice, at the London Stock Exchange.
STRICT EMBARGO TIL 2200 WEDNESDAY 10 MAY 2006. Sir Alan Sugar with the winner of BBC 2's 'The Apprentice' (TX: 2100, Wednesday 10 May), Michelle Dewberry, at the Riverside Studios, west London.
Tim Campbell (right) with Amstrad tycoon Sir Alan Sugar.
Alan Sugar outside the High Court in London with his wife Ann after winning his libel action against the Daily Mail newspaper. The 53-year-old businessman had sued the newspaper over remarks made in a December 1999 story.
Sir Alan Sugar (right) with a companion leaving the High Court in London. A High Court jury was, expected to retire to consider its verdict on the libel action by Tottenham chairman Sir Alan Sugar over a newspaper article which dubbed him miserly. *.. in his stewardship of the soccer club. The 53-year-old multi-millionaire businessman is suing the Daily Mail over a December 1999 story which said he should come out of his counting house and give manager George Graham the cash to buy top players.
Entrepreneurs (L-R) Amstrad Chairman Alan Sugar Virgin boss Richard Branson and EasyJet chairman Stelios Haji-lannou with Prime Minister Tony Blair at the launch in Downing Street of Enterprise Insight, a new business initiative. * aimed to create a more enterprising culture and society across the UK.
Alan Sugar, Tottenham Hotspur chairman
Tottenham Hotspur manager George Graham (left) watches the match alongside his chairman Alan Sugar (centre) and director of football David Pleat (right)
THIS PICTURE CAN ONLY BE USED WITHIN THE CONTEXT OF AN EDITORIAL FEATURE. George Graham (left) ,the new manager of Tottenham Hotspur, shakes hands with club chairman Alan Sugar at their White Hart Lane ground in London Thursday October 1, 1998. Graham has previously managed the nearby Arsenal Football Club Picture by Sean Dempsey/ PA /EDI
THIS PICTURE CAN ONLY BE USED WITHIN THE CONTEXT OF AN EDITORIAL FEATURE. Former Tottenham Hotspur manager Christian Gross looks across to club Chairman Alan Sugar (left) during a news conference at Tottenham's training ground in Chigwell today (Sunday) . The conference was call to explain the sudden departure from the club of Mr Gross. EDI Photo by Ben Curtis/PA.
Tottenham Hotspur chairman Alan Sugar (left) and Jurgen Klinsmann and during a news conference today (Monday) after it was annouced that Klinsmann has rejoined struggling Spurs, currently third from bottom in the Premiership, for 175,000 on a contract until the end of the season with a view to a permanent move. Photo by Ben Curtis/PA. See PA story SOCCER
Gerry Francis (left) with Tottenham Hotspur Chairman Alan Sugar at a news conference today (Wednesday) confirming the dramatic speculation last night that Francis has been replaced as manager by Christian Gross, the Swiss-born manager of Grasshoppers Zurich. Watch for PA Story. Photo by Sean Dempsey/EDI/PA.
Business magnate Alan Sugar (left) at his former school Hackney Community College (formerly called Brook House) with Gordon Brown Chancellor of the Exchequer giving advice to students and answering questions today (Wednesday) in a nationwide Government- backed tour to promote enterprise.
Tottenham Chairman Alan Sugar arriving for the Football Association hearing at Lancaster Gate, in London. Sugar is expected to break his silence over his club's disciplinary 'victory' over the FA.
Tottenham Hotspur chairman Alan Sugar (l) with new signing Jurgen Klinsmann
Tottenham Hotspur Chairman Alan Sugar with new �2 million signing from Monaco, German striker Jurgen Klinsmann. *Best Quality Available*
ALAN SUGAR CHAIRMAN OF TOTTENHAM HOTSPUR FOOTBALL CLUB, DURING A NEWS CONFERENCE IN LONDON, FOLLOWING HIS VICTORY OVER CHIEF EXECUTIVE TERRY VENABLES IN THE HIGH COURT.
HIDE CAPTION
SHOW CAPTION
of
SEE ALL
BACK TO SLIDE

"If you know someone who's longing for whiter teeth, this is the perfect xmas gift for them," he tweeted on December 9 last year, including a link to the product web page.

The ASA said Lord Sugar's connection to the company was well-known as it had been made public on a prime-time show in front of millions of viewers.

Marketing guidelines say advertising communications must be obviously identifiable as such, and must make clear their commercial intent if it is not obvious from the context.

Posts should, at the least, include the hashtag #ad.

The ASA said Lord Sugar's tweet had not made his commercial interest in the company "immediately clear" to consumers.

It ruled that the ad must not appear again in the form complained of, adding that future posts by Lord Sugar and Stylsmile should make all commercial intents in their posts clear.

Read Full Story

FROM OUR PARTNERS