A BBC investigation has found that Diary of a CEO presenter, Steven Bartlett, is “amplifying harmful health misinformation” on his podcast.
The BBC World programme looked at some of the recent guests on the show and showed how they’ve not always been challenged by Bartlett.
That included claims that cancer and autism could be reversed by changing diet. They can’t.
When the podcast first started, Bartlett predominantly spoke to industry leaders and celebrities, but more recently there has been a focus on health, with some guests who go against traditional (and extensive) scientific research.
“Podcasts have opened up incredible opportunities for alternative voices, but with that freedom comes responsibility,” James Crawford, Managing Director at PR Agency One told Prolific North.
“In the UK, while promoting medicines is regulated under the MHRA [Medicines and Healthcare products Regulatory Agency], podcasts remain largely unregulated, allowing for a blurring of lines between legitimate discussion and unchecked misinformation. Steven Bartlett’s case highlights the need for greater transparency, especially when podcasters have vested interests in industries they discuss. I am all up for open discussion if it comes with accountability and fact checking. My business has a large healthcare offering and this is a fascinating and important topic to explore.”
This was echoed by Josh Wheeler of Be Broadcast:
“Podcasts like Diary of a CEO are powerful platforms, but their lack of accountability presents a significant issue. Freedom of expression is essential, but bold claims—particularly around sensitive topics such as health—must be scrutinised. Without scrutiny, misinformation thrives.
“Steven Bartlett is not a journalist or an experienced interviewer, and that’s not a criticism, it’s simply a fact. His platform is enormous, but with that influence comes responsibility, and, as we’ve seen today, also risk. Bartlett likely believes in much of what he promotes, and it’s his platform to use as he sees fit. But that’s the crux of the issue: when you hold a platform of this scale, you must act responsibly. If podcasts want to be treated as legitimate media platforms, they need to behave accordingly.
“What’s most concerning is how power dynamics are shifting. Brands or organisations rarely take the hit in these scenarios – it’s creators like Bartlett and his team left to deal with the fallout. In theory, anyone can appear on a major podcast, make bold claims, sell their product, and walk away unscathed. Meanwhile, the platform bears the reputational risk.
“As someone who works on health-focused broadcast content, I know how strict the rules are. Are they challenging? Absolutely. But would I change them? Never.
“These safeguards protect the vulnerable, and they are essential.”
In the UK, podcasts aren’t regulated, as a result Flight Story, which makes the show isn’t breaking any rules.
Ofcom said it didn’t have any remit over audio on demand content, with the exception of BBC Sounds, which does have to comply with the Broadcasting Code.
It would be down to the government to decide whether this needed to change.
“It’s time to establish clear standards for podcasts and influencers. This isn’t about censorship; it’s about accountability,” continued Wheeler.
“The current ‘anything goes’ culture is unsustainable and risks damaging public trust in these platforms.
“Critics may argue that traditional media is just as biased or flawed, and yes, that’s true to an extent. But we should use the tools at our disposal to tackle those flaws. On balance, traditional media gets it right more often than not.
“Podcasts are a fantastic medium for sharing ideas, but with great influence comes great responsibility. If we don’t address the glaring gaps in oversight and accountability, we risk eroding trust—not just in podcasts, but in the entire media ecosystem.”
Today Flight Story didn’t respond to our request for a comment, but a spokesperson told the BBC:
“The Diary of a CEO [DOAC] is an open-minded, long-form conversation… with individuals identified for their distinguished and eminent career and/or consequential life experience.”
The content included a range of voices “not just those Steven and the DOAC team necessarily agree with.” The spokesperson added that the BBC investigation had reviewed a “limited proportion of guests” out of the nearly 400 broadcast to date.
Last month Diary of a CEO became the first UK-produced podcast to reach 1bn viewers and listeners.
Bartlett said at the time that 50 staff worked on the show.
