Dr Steele, who has been the resident doctor on ITV’s This Morning for the last 19 years, was recruited to attract further media interest.
He will be used to promote the charity during its annual event, Coeliac Awareness Week, which has taken place in March for the last three years, as well as two further campaigns being planned before Christmas.
Kate Newman, PR consultant for the charity, said: ‘This is a similar role as a patron but with much more emphasis on talking to the media. Journalists wanted a celebrity involved and he seemed perfect as we knew he supported the charity.’
