Made In Chelsea star Binky Felstead has publicly addressed the recent controversy, dubbed ‘Cakegate,’ surrounding requests for free cakes from bakeries in exchange for social media promotion.

The Origins of 'Cakegate'

The situation began when Reshmi Bennett, owner of Anges de Sucre, shared online that Binky’s team requested a complimentary cake for her son Wilder’s third birthday, offering an Instagram post in return. This sparked a wider discussion about influencer marketing practices.

Allegations of Unpaid Work

Another bakery owner, from Funfetti London, came forward alleging she was promised exposure for creating Binky’s wedding and birthday cakes in 2021. Despite repeated attempts to follow up, she claims she was ultimately left unpaid and ignored.

Binky Felstead's Response

Felstead acknowledged she was “completely at fault” in the Funfetti situation, admitting she agreed to social media promotion that she didn’t deliver. She has now arranged payment for the wedding cake.

While defending gifting as a standard practice within the influencer industry, she conceded it’s not inherently fair, especially for small businesses with significant costs. She emphasized the need for thoughtful handling of these arrangements.

Details of the Funfetti London Arrangement

The Funfetti baker detailed direct messages from Binky requesting cakes in exchange for Instagram posts and a mention in her Hello! magazine wedding coverage. She initially felt flattered, hoping for a boost to her business.

However, she felt exploited when requests for even travel expenses were dismissed, with a comparison to Binky’s usual rates for sponsored content – £2,000 for a story and £5,000 for a grid post. She spent a full day creating a wedding cake in Binky’s kitchen but received no payment after repeated follow-ups.

Industry Debate and Backlash

The incident ignited a debate about the value of exposure versus monetary compensation for small businesses collaborating with influencers. Binky’s response has been met with mixed reactions.

Binky also revealed she received death threats amid the backlash, highlighting the intensity of the public reaction. She maintains gifting is common but acknowledges the need for greater consideration and responsibility.