04 August 2023 , 22:28
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A family-run dessert shop has accused Love Island star Kem Cetinay of failing to provide them with social media exposure after they provided him with a free cake and gifts for his 27th birthday. Kem says he was "unaware" of any agreements made.
According to La Cava Cakery, a Barcelona bakery run by an Irish couple, the reality star agreed to provide exposure for the shop on his Instagram page - which is followed by 2.8 million people. Kem was in the Spanish city in April to launch his new Primark clothing range and celebrate his birthday and received a cake, cupcakes and Cava from the bakery for his celebrations.
It was reported that the company that organised the trip assured shop owners Aisling Mackin and her husband Desmond that the star would post about them and tag their business online. The fresh cake gate scandal follows drama surrounding Catherine Tydesley and the former Coronation Street star's plans for her 40th birthday cake.
Kem told the publication that he was 'unaware' of any agreements made (Dave Benett/Getty Images)
Catherine was also accused of not providing exposure after getting free cake (Instagram/auntiecath17)Aisling said she was "happy to provide" him with the cake in exchange for exposure but never received any. "Kem and his pals posted about the trip and there are even pictures of him with the cake we provided but no mention of us anywhere," she said to MailOnline. She said they felt "led along and taken advantage of" by the influencer and TV personality.
Mirror has contacted Kem's representatives for comment. Kem told the publication that he was "unaware" of any agreements made about the cake and gifts. According to Kem and Primark, the third-party provider that was used has contacted the dessert shop to resolve the issue. He added that he has "no relationship" with the agency.
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He said: "I have no relationship with the third-party agency and they were never warranted to negotiate any social media requirements on my behalf without my knowledge." Kem wasn't the only star under fire over free cakes as Coronation Street star Catherine Tyldesley recently denied claims she asked a bakery to supply free goods in exchange for some exposure.
Meanwhile, Coronation Street star Nicola Thorp argued the actress had a "moral duty" to make sure all those involved in her party were being paid. Nicola, who worked alongside Catherine on Coronation Street until 2018, largely defended her before adding that her video addressing the scandal in which she said she hopes "the cake lady got the exposure she was craving" was "not well-advised".
The founder of Three Little Birds Bakery was shocked when a party planning firm appeared to reach out to request cakes for a 40th birthday party of a "well-known celebrity" in exchange for social media coverage, later reported to be Catherine. Catherine later took to social media to reveal she did not know the emails were being sent regarding the free cake and social media exposure.