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Do we all remember when Sir David Beckham signed a £150million deal to become an 'ambassador' for Qatar ahead of the 2022 Fifa World Cup - and how it briefly threatened to bring down his scrupulously maintained reputation?
Well, it appears a similar scandal has been sidestepped by foodie influencer Eating With Tod.
The restaurant reviewer - real name Toby Inskip - has built a career on his unnaturally enthusiastic videos, in which he visits viral food spots across the country.
Despite Tod's controversial content style - which, more often than not, involves him guzzling gargantuan portions - he has accrued 1.1million TikTok followers.
But now it appears that the money-hungry influencer has found himself a very lucrative revenue stream in the Middle East.
Because I can reveal he has signed a deal to promote 'food and tourism initiatives' in Qatar - which has an appalling record on human rights, alongside a ban on homosexuality.
But unlike Beckham - who was widely criticised for attempting to keep his big-money agreement a secret - Tod hasn't exactly been shy about it.
He has shared a stream of videos in which he samples foods from the country, featuring his usual bright lights and over-the-top reactions. This time, though, it's unmistakably funded by sponsorship cash.
The scale of the campaign has certainly raised eyebrows. Tod's content now seems less about authentic 'food discovery' and more like a carefully packaged PR stunt. In Tod, the Gulf state has clearly found the perfect vehicle to launder its reputation to his unwitting young followers.
But many aren't buying it, questioning whether Tod's glowing commentary is genuine. One TikTok commenter put it bluntly: 'It's not food content any more, it's literally an ad for Qatar.'
'Did they pay you to ignore the human rights issues?' commented another.
This isn't the first time Tod's 'work' has been criticised.
There was an incident involving a live crab, in which Tod filmed a 19lb crustacean being hoisted from a tank and later deep-fried on camera. Michelin-starred chef Alexis Gauthier branded the video 'disgusting' and 'nothing to be proud of'.
He has also received backlash for his sponsored video with McDonald's in April 2024, in which he visited one of their factories and praised their beef patties.
Many claim this is all simply 'rage bait' - online content designed to elicit anger, thereby fostering engagement and in turn, revenue.
So perhaps fans shouldn't be shocked that Tod eagerly accepted Qatar's pay cheque.
But, as someone who studies the rise and fall of social media stars, I highly doubt the money will be worth it.
Integrity and reliability are an invaluable currency for influencers - and it's starting to look a lot like Tod has sold out completely.
How the freebie industry has taken a startling turn
We all know by now that even the most minor of influencers are gifted holidays, meals and clothes in exchange for social media posts. But the freebie industry has taken a startling turn: now they're being given weight-loss surgeries, too.
'Join me as I embark on my life-changing weight-loss surgery journey in Turkey! Exciting updates and support await. #LifeUpdate,' announced Jos Westwick, a 36-year-old micro influencer, last July.
After getting her gastric sleeve fitted, she kept up the content - sharing recovery updates with her 65,000 TikTok followers.
Meanwhile, Becki Jones - a content creator from Ellesmere Port who has stunned followers with her dramatic weight loss over recent months - told fans last year she had been offered a gifted gastric-sleeve procedure (which she claims she didn't accept.)
It's a far cry from the days when cleaning influencer Mrs Hinch revealed she took out a £6,000 personal loan at 21 to fund her own gastric band. Now all it takes is a caption and that magic hashtag: 'Gifted.'
The Instagram chef looking to use Nigella's recipe for fame
Insiders tell me that Em the Nutritionist is attempting a career pivot from Instagram influencer to cooking show host.
The Instagram chef, real name Emily English, is trying to elevate her brand to become a household name like Nigella Lawson.
She's already started the process with two cookbooks, but has just launched a YouTube channel on which she's posting longer-form content. With a professional camera and lighting, it's certainly a cut above her usual offerings.
I am a huge fan of her recipes - and, with TV bosses constantly trying to bring in younger audiences, I know for a fact they'd be silly to pass this one up.