Heroes beauty Kristen Bell is refusing to allow event promoters to use her romance with comic Dax Shepard to publicize events the couple attend together.

Eager to keep details of the romance under wraps, Kristen demanded that promoters of a Miami hotel’s New Year Eve’s party list their names separately.

“Kristen had taken Dax as her New Year’s Eve date to the hotel in Miami. She told event people they can put either her or Dax on the party announcement, but not both of them.”

Just weeks after his split from an officially divorced Kate Hudson, Dax Shepard has begun romancing his former Employee of the Month co-star Jessica Simpson.

We hear after an initial flirtation on the set of the 2006 flick, Dax and Jess, who has announced plans to launch her own fragrance line next summer, have begun seeing each other.

“Dax and Jessica met when they were filming together and really liked each other, but nothing ever happened. They kept in touch, and as soon as they both became single, there’s been some serious flirting going on.”

“Dax made the first move,” reveals a source. “He just thought, ‘Why not?’ Jessica was thrilled when he asked her out.”

“After weeks of calls and texts they finally met up,” a friend tattles. “They had a great time, and they definitely plan to spend some more time together.”

“They’re texting and calling each other several times a day. They both seem to be absolutely smitten. Jessica always thought he was gorgeous, and he’s always thought she was really cute, and now they can finally do something about it!”

“Both of them have been let down in love recently, so this is exactly what they need.”