Background
Problem Food Claims: Wellform Direct breaches the UK Advertising Code for claims that its “Snail Elixir Miracle” food supplement can treat arthritis on its wellformdirect.co.uk website.
Section 15 of the CAP Code states that only health claims listed as “authorised” on the EU Register of Nutrition and Health claims are permitted in marketing communications. In order to comply, an advertiser needs to show that the specific health claims for each of their advertised products are listed as authorised on the EU Register and that the authorised claims relate to the relevant ingredient/s in the product. Similarly, any claim that states or implies that a food has particular beneficial nutritional properties because of its ingredients must comply with the criteria set out in the Annex to the EU Register.
Claims which state or imply that a food supplement could prevent, treat or cure human disease are in breach of section 15.6.2 of the CAP Code.
Wellform Direct make a number of unacceptable claims to prevent, treat or cure a disease, such as “Just 24 hours after starting your treatment you will feel an improvement in your arthritis”, and “your cartilage will be intensively rehydrated”.
Despite repeated requests from the CAP Compliance team, Direct Response Marketing Group Ltd continues to claim that the product could treat or cure disease on its website, wellformdirect.co.uk.
Due to Direct Response Marketing Group Ltd’s continued non-compliance, we took the decision, on 6 May 2021, to reissue its company details on this section of the ASA website. These details shall remain in place until the claims outlined above are removed from its website, wellformdirect.co.uk.
Problem Food Claims: Prostaphytol Shop breaches the UK Advertising Code for claims that its Prostaphytol food supplement has anti-inflammatory effects and helps to develop a stronger bladder and urinary tract.
Section 15 of the CAP Code states that only health claims listed as “authorised” on the EU Register of Nutrition and Health claims are permitted in marketing communications. In order to comply, an advertiser needs to show that the specific health claims for each of their advertised products are listed as authorised on the EU Register and that the authorised claims relate to the relevant ingredient/s in the product. Similarly, any claim that states or implies that a food has particular beneficial nutritional properties because of its ingredients must comply with the criteria set out in the Annex to the EU Register.
Claims which state or imply that a food supplement could prevent, treat or cure human disease are in breach of section 15.6.2 of the CAP Code.
Prostaphytol Shop make a number of unacceptable claims to prevent, treat or cure a disease, with numerous references to prostate health. Problematic claims include “This potent blend helps to maintain a regular sized prostate and supports healthy function”, “Rapid help for the prostate”, “Active anti-inflammatory formula” and “Provides long-term relief from the constant need to pee”.
Despite repeated requests from the CAP Compliance team, Direct Response Marketing Group Ltd continues to claim that the product can treat or cure disease on its website, prostaphytolshop.co.uk.
