Food, drink and supplements

Helpful information on how to advertise Food, Drink and Supplements in line with the advertising rules, and examples of previous Advertising Standards Authority rulings in this area.

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.

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”.

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.

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Latest rulings

YO! Sushi UK Ltd t/a YO!
- Upheld
- Social media (paid ad)
- 12 August 2026
A paid-for Instagram post for YO! Sushi broke the rules by featuring an identifiable specific less healthy food product.
Costcutter Supermarkets Group Ltd t/a Costcutter and Mondelez Europe Services GmbH – UK branch t/a Cadbury (Mondelez)
- Upheld in part
- Social media (paid ad), Website (own site)
- 05 August 2026
A webpage for Costcutter and Cadburys broke the rules by featuring an identifiable less healthy food product. Another ad was investigated but it didn’t break our rules.
Innate-Essence Ltd t/a the Turmeric Co.
- Upheld
- Website (own site)
- 05 August 2026
A website for a turmeric shot company made claims that a food could prevent, treat or cure human disease.
Bubbleology UK-I Ltd t/a Bubbleology
- Not upheld
- Social media (paid ad)
- 22 July 2026
A paid-for Instagram ad for a bubble tea company didn’t break the less healthy food rules because it was a small and medium-sized enterprise and was therefore exempt.

View all rulings

Food, drink and supplements

Helpful information on how to advertise Food, Drink and Supplements in line with the advertising rules, and examples of previous Advertising Standards Authority rulings in this area.

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Latest rulings

YO! Sushi UK Ltd t/a YO!

Costcutter Supermarkets Group Ltd t/a Costcutter and Mondelez Europe Services GmbH – UK branch t/a Cadbury (Mondelez)

Innate-Essence Ltd t/a the Turmeric Co.

Bubbleology UK-I Ltd t/a Bubbleology

Help getting it right

Popular advice

Less healthy food and drink: advertising guidance

Food: HFSS Media Placement

Food: HFSS Product and Brand Advertising

Relevant codes

15 Food, food supplements and associated health or nutrition claims

12 Weight control and slimming

13 Weight control and slimming

13 Food, food supplements and associated health or nutrition claims