The ASA has banned a set of six adverts that claimed that they could treat symptoms like stress and anxiety.
All six of the adverts made claims that a supplement could reduce stress and help treat the symptoms of anxiety, and two of the adverts were for products containing unauthorised novel foods.
The adverts were picked up by the ASA’s Active Ad Monitoring System.
The ASA explained that the ads “weren’t banned based on a lack of medical substantiation” but because “ads can’t claim a product can treat human disease unless licenced to do so”.
It follows on from three ads being banned two weeks ago for claiming to treat conditions including autism and ADHD, as the ASA has turned its tool towards complaints around supplements.
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One of the latest adverts to be banned was for Nutriburst and included claims that it could “strengthen muscles” and “fight fatigue”, as well as saying that it could “unlock a stronger body and state of mind”.
Another set of adverts under fire were supplements from firm Innocent Health, which made claims regarding stress and fatigue reduction. The ASA found it had exaggerated claims around vitamin B12.
A third set of adverts the ASA ruled against, which comprised of two paid-for Facebook adverts and a paid-for TikTok, was for Well Gummies. In addition to deeming that it helped “prevent future diseases”, “clears acne” and “reduces symptoms of anxiety and depression”.
Another advert for a Vitality Greens supplement was pulled up for the novel food substance Turkey Tail – which despite claims of its medicinal benefit has not been approved as evidenced in the UK. The ASA required both firms to ensure that any specific health claims were authorised on the GB Register.
Moreover, a set of adverts for Feel Güd were banned over claims that they could “improve immunity”, “brain function” and “feeling focused”. These also contained substances that weren’t authorised on the GB Register including Lions Mane, Chaga and Reishi.
Adverts for a sixth supplement from firm Innocent Health were banned for claiming to contribute to a “reduction in tiredness and fatigue”, which the ASA said was an exaggeration of the effects of Vitamin B12.
The ASA ruled that none of the adverts could appear again in their current form, and all of the businesses were reminded that any general health claims must be accompanied by a specific health claim that complied with the code.
