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Borough Market Clashes with Food Influencers Over Filming Policy
Borough Market, a renowned London attraction, is facing backlash after implementing a policy requiring food reviewers to obtain permission before filming at the market, leading to confrontations with social media influencers and raising questions about the evolving relationship between businesses and online content creators.
The dispute came to a head recently when Gerry del Guercio, creator of the popular “Bite Twice” account, was asked to cease filming and leave the premises while reviewing a £9 apple and cinnamon crumble from Humble Crumble bakery. Del Guercio, 44, had reportedly described the crumble as “slightly better than what I got at primary school” when security intervened.
The market’s new regulations stipulate that reviewers must submit a form detailing their filming schedule, “crew” size, and purpose. Filming is entirely prohibited on weekends, and those filming during permitted hours must carry a “permission letter” with them. Failure to comply results in being asked to stop filming and leave the site.
“The modern concept of Borough Market now exists because of social media,” del Guercio stated. “It needs it, it’s important to them. The whole not-recording thing is ridiculous, we are just two guys with our camera phones. I understand if you are say Channel 4 with a big set-up, camera and lights, but we aren’t getting in anyone’s way.” He added that he is aware of numerous other content creators being ejected from the market in recent months for unauthorized filming.
del Guercio and his partner, Paul Delany, regularly review food options at Borough Market, including items like an £8 sausage roll from Ginger Pig and £8.50 chocolate-covered strawberries. He emphasized the positive impact their reviews have on businesses, stating, “We are bringing queues to that market. People like us, we help. I love hearing that a business has had a boost because of a video we’ve done.”
Though, del Guercio acknowledged that the actions of some more disruptive reviewers may have contributed to the market’s stricter stance. “Some creators will be like ‘look at me’, huffing because someone walks in their shot and they try and control the area. I can understand how that would be frustrating if you were a food business.”
Tanya Goode, who runs the EatingwithTanyaa Instagram account, echoed del Guercio’s concerns, calling the policy “ridiculous.” “Borough Market is an international hub for foodie creators and it was ridiculous that she and others could not film without permission,” Goode said. “The first thing I do when I’m looking for somewhere to eat is look at what reviews others have filmed. Enforcing this all the time really would limit the opportunities for small businesses in the market.”
A spokesperson for Borough Market indicated that the policy might potentially be under review,stating that it is indeed “designed to ensure that activity doesn’t cause disruption to stallholders or visitors” and that security personnel are trained to request permission from anyone filming. They added that intervention occurs when filming causes “congestion or hasn’t got the relevant permission.”
The situation highlights a growing tension between the desire of businesses to control their brand image and the increasing influence of social media marketing and user-generated content. As Borough Market considers its policy,it faces the challenge of balancing the needs of its vendors and visitors with the potential benefits of organic promotion from a thriving community of online food reviewers.
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