Food, drink and supplements - ASA

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class="show-more-less-content"> <p>The advertising of food, drink and supplements has come under scrutiny for a variety of reasons, such as concerns around promoting the consumption of unhealthy foods or making dubious nutritional claims. To protect consumers, especially children, and prevent them from being misled, we have strict rules in place for the advertising of food, drink and supplements. </p> <p>When it comes to children, the emphasis is on advertisers creating responsible ads and the rules make clear they should not promote poor nutritional habits or unhealthy lifestyles. Advertisers are not allowed to use licensed characters in food and drink ads targeted at children, nor can they feature sales promotions in content targeted at this audience. We have also previously banned ads that exploit children’s vulnerability by suggesting they would be inferior if they did not eat or buy the product being advertised, and ads that have encouraged “pester power”. </p> <p>Another key aspect of advertising food, drink and supplements is the promotion of the product’s health benefits. Advertisers are, of course, entitled to bring to the public’s attention the nutritional worth of their products but the rules in place are tough. The Advertising Codes reflect wide-reaching EU legislation and advertisers must hold evidence for authorised health claims as required by an EU Register. Claims that state or imply a food, drink or supplement prevents, treats or cures human disease are not permitted under any circumstances. Reduction of disease claims are allowed but only if they appear on the EU Register and only if they are presented clearly without exaggeration.</p> </div> <a class="show-more-less-button"><span class="more-label">+ Read more</span> <span class="less-label">- Show less</span></a> </div> </div> <div class="col-md-4">  <div class="share-page-widget"> <p class="share-page-widget-item-holder"> <a href="#" class="favourites-button element-with-icon" data-action = "add" data-target-id = "3706465E-E1B2-4E6A-ABCB7AB8E256827E" data-target-type = "topic" > <span class="font-icon font-icon-Artboard-Copy-295"></span> <strong>Add to my favourites</strong> </a> </p> </div> </div> </div> </div> </div>   <div class="horizontal-listing-area"> <div class="container"> <ul class="horizontal-listing"> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Alcohol.html" >Alcohol</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Home_and_garden.html" >Home and garden</a> </li> <li class="horizontal-listing-item is-active"> <a href="https://www.asa.org.uk/topic/Food_drink_and_supplements.html" >Food, drink and supplements</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Holidays_travel_and_motoring.html" >Holidays, travel and motoring</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Clothing_shoes_and_jewellery.html" >Clothing, shoes and jewellery</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Sports_leisure_and_hobbies.html" >Sports, leisure and hobbies</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Gambling.html" >Gambling</a> </li> <li class="horizontal-listing-item "> <a href="https://www.asa.org.uk/topic/Vaping_smoking_and_drugs.html" >Vaping, smoking and drugs</a> </li> </ul> </div> </div>   <div class="breadcrumb"> <div class="container"> <ul class="breadcrumb-list"> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/">Home</a> </li> <li class="breadcrumb-list-item"> <a href="https://www.asa.org.uk/issues-and-topics.html">Issues and topics</a> </li> <li class="breadcrumb-list-item"> Food, drink and supplements </li> </ul> </div> </div>   <div class="contents"> <div class="main-content"> <div class="container"> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest news</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/further-consultation-on-the-implementation-of-new-rules-on-ads-for-less-healthy-food-and-drink-products.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/further-consultation-on-the-implementation-of-new-rules-on-ads-for-less-healthy-food-and-drink-products.html">Further consultation on the implementation of new rules on ads for "less healthy" food and drink products </a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">18 February 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/tops-tips-for-marketers-of-age-restricted-ads.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/tops-tips-for-marketers-of-age-restricted-ads.html">Tops tips for marketers of age-restricted ads</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">30 January 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/media-restrictions-on-advertisements-for-less-healthy-food-and-drink-products-consultation-update.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/media-restrictions-on-advertisements-for-less-healthy-food-and-drink-products-consultation-update.html">Media restrictions on advertisements for “less healthy” food and drink products: consultation update</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">13 January 2025</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/soy-it-ain-t-so-a-guide-to-advertising-meat-free-products.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/soy-it-ain-t-so-a-guide-to-advertising-meat-free-products.html">Soy it ain’t so: A guide to advertising meat-free products</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">05 December 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/don-t-cross-a-line-that-could-damage-your-campaign.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/don-t-cross-a-line-that-could-damage-your-campaign.html">Don’t cross a line that could damage your campaign</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">21 November 2024</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/news/cheers-to-good-health-ensure-your-alcohol-advertising-is-in-good-shape-by-avoiding-these-regulatory-pitfalls.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/news/cheers-to-good-health-ensure-your-alcohol-advertising-is-in-good-shape-by-avoiding-these-regulatory-pitfalls.html">Cheers to good health! Ensure your alcohol advertising is in good shape by avoiding these regulatory pitfalls</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">CAP News</span> </li> <li class="meta-listing-item"> <span class="caption">21 November 2024</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/news.html?topic=3706465E-E1B2-4E6A-ABCB7AB8E256827E" class="show-more-link">View all news</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Latest rulings</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/supplylife-group-ltd-a22-1174841-supplylife-group-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/supplylife-group-ltd-a22-1174841-supplylife-group-ltd.html" target="_blank">Supplylife Group Ltd t/a SUPPLYlife</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">19 February 2025</span> </li> </ul> <p>A website misleadingly stated that, informed by their testing, an elimination diet could help food related energy dips, unwanted weight and IBS or its symptoms. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/vivostore-ltd-a24-1253730-vivostore-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/vivostore-ltd-a24-1253730-vivostore-ltd.html" target="_blank">Vivostore Ltd t/a Vivo Life</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Social media (own site)</span> </li> <li class="meta-listing-item"> <span class="caption">18 December 2024</span> </li> </ul> <p>Two TikTok ads stated that a food supplement could treat vitamin B12 deficiency or its symptoms, irresponsibly encouraged people to stop taking medically prescribed vitamin B12 injections and made unauthorised specific health claims. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/supreme-cbd-ltd-a24-1253019-supreme-cbd-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/supreme-cbd-ltd-a24-1253019-supreme-cbd-ltd.html" target="_blank">Supreme CBD Ltd t/a Supreme CBD</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Social media (own site)</span> </li> <li class="meta-listing-item"> <span class="caption">13 November 2024</span> </li> </ul> <p>A post on Anthony Fowler’s X account made unauthorised health claims about CBD. </p> </div> </li> <li class="icon-listing-item"> <a class="font-icon font-icon-Gavel icon-holder u-perfect-round" href="https://www.asa.org.uk/rulings/just-eat-co-uk-ltd-g24-1248327-just-eat-co-uk-ltd.html" target="_blank"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/rulings/just-eat-co-uk-ltd-g24-1248327-just-eat-co-uk-ltd.html" target="_blank">Just Eat.co.uk Ltd</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Upheld</span> </li> <li class="meta-listing-item"> <span class="caption">Email, Website (own site)</span> </li> <li class="meta-listing-item"> <span class="caption">23 October 2024</span> </li> </ul> <p>A webpage and an email promotion for Just Eat didn't include all significant conditions of the promotion and caused unnecessary disappointment to participants.    </p> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/codes-and-rulings/rulings.html?date_period=past_year&topic=3706465E-E1B2-4E6A-ABCB7AB8E256827E" class="show-more-link">View all rulings</a> </div> </div>  </div> </div> </div>  </div>  </div>   <div class="cap-area general-container"> <div class="container"> <div class="cap-area-header"> <img src="../../../assets/img/logos/logo-cap.png" alt="logo-cap" class="cap-area-header-image" /> <h1 class="font-color-grey">Help getting it right</h1> </div> <div class="row"> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Popular advice</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/advice-online/food-hfss-media-placement.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/advice-online/food-hfss-media-placement.html">Food: HFSS Media Placement</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">AdviceOnline</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/resource/lhf-consultation.html" class="font-icon font-icon-file-pdf-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/resource/lhf-consultation.html">Consultation on restrictions on ads for "less healthy" foods</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Consultations</span> </li> </ul> </div> </li> <li class="icon-listing-item resource-item mod-blue"> <a href="https://www.asa.org.uk/resource/lhf-consultation-2.html" class="font-icon font-icon-file-pdf-o icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/resource/lhf-consultation-2.html">Further consultation on the implementation of new rules on ads for "less healthy" food and drink products </a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Consultations</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/advice-and-resources/resource-library/resource-search-results.html?topic=3706465E-E1B2-4E6A-ABCB7AB8E256827E" class="show-more-link">View all articles</a> </div> </div>  </div> <div class="col-md-6">  <div class="widget"> <h2 class="heading">Relevant codes</h2> <ul class="icon-listing mod-bordered"> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/non_broadcast/code_section/13.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/non_broadcast/code_section/13.html">13 Weight control and slimming</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Non-broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/broadcast/code_section/13.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/broadcast/code_section/13.html">13 Food, food supplements and associated health or nutrition claims</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/broadcast/code_section/12.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/broadcast/code_section/12.html">12 Weight control and slimming</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Broadcast</span> </li> </ul> </div> </li> <li class="icon-listing-item"> <a href="https://www.asa.org.uk/type/non_broadcast/code_section/15.html" class="font-icon font-icon-Open-book-2 icon-holder u-perfect-round"></a> <div class="icon-listing-item-content"> <h4 class="heading"><a href="https://www.asa.org.uk/type/non_broadcast/code_section/15.html">15 Food, food supplements and associated health or nutrition claims</a></h4> <ul class="meta-listing"> <li class="meta-listing-item"> <span class="caption">Non-broadcast</span> </li> </ul> </div> </li> </ul> <div class="show-more"> <a href="https://www.asa.org.uk/search.html?type=broadcastcode,code&topic=3706465E-E1B2-4E6A-ABCB7AB8E256827E" class="show-more-link">View all</a> </div> </div>  </div> </div> </div> </div>  </div>  </div> <div id="message-login-popup" class="white-popup mfp-hide"> <div class='magnific-popup mfp-video-popup'> <div 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