David cameron has been criticised for publicly praising several leading companies linked to his most influential adviser.
The Tory leader strongly denied suggestions of a conflict of interest.
But critics raised concerns that he has praised the 'family friendly' policies and ethical working practices of BT, BSkyB, BP, Nike, Asda and Coca-Cola - all former clients of his chief strategist Steve Hilton.
The six firms used the PR consultancy firm Good Business, co-founded by Mr Hilton in 1997. Coca-Cola remains a client of the firm.
In January this year, Mr Cameron praised Nike and Sky for running the 'best social responsibility programmes' including boosting children's interest in sport.
He also praised Nike in June, for tackling racism in sport. BP was singled out in April, during his visit to Norway to highlight climate change, for 'focusing on energy efficiency'.
In May Mr Cameron lauded Coca-Cola for having a 'better distribution network in sub-Saharan Africa than any aid agency' and applauded BT and Asda for promoting 'family friendly' working practices.
Mr Hilton, who earns £276,000 a year as Mr Cameron's top aide, is behind his push to transform the Tory Party by dragging it to the centre ground of British politics.
Mr Cameron has specifically praised 16 companies since becoming leader - six of which are Mr Hilton's ex-clients.
A spokesman for Mr Hilton insisted that the former Saatchi & Saatchi advertising executive does not gain financially from Mr Cameron's endorsements of these companies.
It was stressed that he now has no managerial or financial interest in Good Business but had been unable to dispose of sharehold-ings because 'no market in its shares appears to exist'.
A spokesman for Mr Cameron said: 'It is ludicrous to suggest there is any conflict of interest. In fact, he goes out of his way to avoid mentioning clients of Good Business, although sometimes it would be absurd not to in the context of commenting on ethical practices.'
But conservativehome.com, a leading website for Tory members, has warned that the party leader 'needs to be careful' not to give critics 'ammunition in this area' by promoting the firms.
Sam Coates, deputy editor of the website, said last night: 'It would be disappointing if it was true and unhelpful for his circle of advisers.'
Liberal Democrat chief of staff Norman Lamb questioned Mr Cameron's judgment.
He said: 'Corporate social responsibility is very clearly a good thing and it's right that politicians should speak in favour of it.
'When so many of the companies named are former clients of Steve Hilton's, the important thing is not only to be impartial but to be seen to be impartial.
'I would have thought Mr Cameron ought to be very careful.
'It is a dangerous game in making a reference to companies where there is a link and this would suggest poor judgment.'
There was similar criticism after Mr Cameron's appearance on Desert Island Discs earlier this year in which he appeared to plug a string of business interests of old school friends and relatives.
He chose to take the River Cottage Cookbook, by TV chef Hugh Fearnley-Whittingstall, a fellow old Etonian.
His luxury item was a case of Isle of Jura whisky, a Scottish single malt from a Scottish distillery co-owned by an Iranian property tycoon who recently donated £55,000 to the Tory Party.
The Quotes
If you look at some of the best social responsibility programmes that Nike and Sky and others run, helping kids into sports and things like that…this is a huge growth area. Jan 2006, Radio 4' s Today programme
BP has demonstrated that focusing on energy efficiency within its own business can add substantially to the bottom line -over 650million dollars to date Apr 21, environmental speech in Norway
Who better than Coca-Cola, a firm with a better distribution network in sub-Saharan Africa than any aid agency, to get materials out to needy populations?May 9, speech to the Business in the Community annual conference
On Friday I went to an Asda supermarket in south London to hear about the company's wide range of family-friendly policies May 22, speech to Google Zeitgeist Europe 2006
Just look at the impact of the Fashion Targets Breast Cancer campaign, or Thierry Henry's work with Nike in challenging racism June 11, Mail on Sunday article
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