Our community members are treated to special offers, promotions and adverts from us and our partners. You can check out at any time. More info A popular UK food influencer who has come under fire for not declaring paid-for adverts as per advertising requirements has been caught admitting that he would post about food he wouldn't ever usually eat - only in exchange for payment. A voice clip from last year of Matthew Davies-Binge, the man behind Food Review Club, has surfaced sparking more anger among fans. In it he tells a small business in Cornwall that he doesn't want the owner's food unless she pays for a post and he will do a "full review" and "the works" then. The internet personality said if she sent him some of her food for free he just wouldn't eat it, but if she paid him then he would post social media stories and more. The revelation has resulted in more people doubting his intentions after he told fans "no amount of money influences what I say" and that he can't be "paid for a positive score". The 38-year-old has been criticised after it was outed by CornwallLive that his management team was emailing businesses and charging up to £1,500 plus VAT for social media posts all across the country to 'review' their food without any of those posts being declared as paid-for adverts, as required in the UK if any incentives such as free food or payment exchanges hands. Instead the self-proclaimed 'UK's top food reviewer' - with millions of followers across various social media platforms - is posting without declaring adverts, whether he is visiting places off his own back or receiving a big sum. Usually, you will see influencers declaring '#AD' or similar at the start of posts in such circumstances. Fans said he "lost all credibility" for not being transparent and that "it's not fair" to charge without disclosing, while others have supported him regardless and don't care if he's flouting the rules, regulated by the Advertising Standards Authority (ASA). (Image: Lisa Bennett) The Advertising Standards Authority (ASA) enforces this through its CAP Code, ensuring ads are not misleading and consumers understand they are advertising. In 2018, the ASA published its third edition of the 'Influencer’s guide to making clear that ads are ads', in collaboration with the Competition and Markets Authority (CMA). ASA makes it clear in this guide that where a brand gives an influencer a payment or any other incentive to promote its products or service that any content featuring or referring to that brand will need to make clear that it is advertising. Food Review Club also does not disclose posts are ads as required for its own hot sauce brand when promoting it, which is also a requirement. Now, a voice note sent to a popular Cornish food business in 2024, which has asked to remain anonymous, reveals that Food Review Club does indeed consider these posts to be adverts. In the clip between Matt and a business owner, he states: "The long and short of it is, for pleasure, I just wouldn't eat them. I'm on a diet and I really try and eat clean believe it or not around my reviews. "The only time we would say yes to something like that is paid advertising, of course where we would do some stories and link to your website and a sales funnel you've got." Get all the latest stories, sent straight to your WhatsApp - all you need to do is click the link: https://bit.ly/3WsttWv We also treat our community members to special offers, promotions, and adverts from us and our partners. If you don’t like our community, you can check out any time you like. If you’re curious, you can read our Privacy Notice: https://bit.ly/41EZjzx He goes on to say in the clip, which can be listened to at the top if this page, that if she did indeed want to advertise he would do a "full thingy". In a separate voice note, he says: "I think if you were to message management they would say, I don't know, I don't know what the rate is, £600 to £700 maybe, something like this. "But seeing as what's gone on I think we could do maybe £250 plus VAT. You send us a thing and I'll do a full review of the goods and stories and the works but if not, don't worry about it, honestly. Whether you want to advertise with us or not it doesn't bother me." He adds: "But honestly I wouldn't eat them otherwise. No disrespect but I just wouldn't have them, wouldn't eat them and it would be a complete waste of time." He said: "I just don't eat that stuff unless it's on camera." The business owner said she found his response offensive and rude. "I was under the impression he wasn't charging and was just going to small businesses," she said. "I didn't reply after that." Three businesses in Cornwall - Herd, Rosa and Wing Shed - have all admitted to paying for posts across Cornwall in recent weeks, none of which were classified as ads by Food Review Club, as they should have been. Two other business owners, who turned down the chance to pay, have been critical of Food Review Club while supporting small businesses that use advertising to promote what they do. Lisa Bennett, of Mega Shakes in Truro, said the influencer was "phoney" and it all felt "disingenuous" as nothing was being declared. (Image: @foodreviewclub/Instagram) Loey Buiskool, owner of Wing Yard at Prow Park in Newquay, has been trying to point out on his social media posts that visits are paid for ever since she was quoted four figures for a visit last year but has been blocked by Food Review Club. "I've said nothing bad and a lot of people he's going to see are my friends and other business owners and it's nothing against them," she said. " I morally just couldn't do it as I knew it wouldn't be real and that didn't sit right with me." ASA has yesterday (Thursday, April 24) confirmed to CornwallLive that it has received three more formal complaints about Food Review Club that are currently being reviewed. It previously told us - when we first reported criticism of the reviewer's actions - that it had closed three other cases with no additional action as it made the decision that they weren't a priority to look into at the time. Food Review Club and management company Zodiac Global have not responded to our requests for comment and explanation but in a social media post following our original story Matt said its posts are done "fully in line with our understanding of advertising regulations". He maintains that his scores are genuine and can not be bought.