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

B Sporting Ltd t/a SportsShoes.com
- Upheld
- Search (paid)
- 11 November 2026
A paid-for Google search ad for a sports shoe retailer made misleading environmental claims about carbon-neutral delivery.
Grind Coffee Roasters Ltd
- Upheld
- Search (paid)
- 11 November 2026
A paid-for Google search ad for a coffee retailer made misleading environmental claims about carbon-positive delivery.
Hemingways Marketing Services Ltd t/a Cadbury Gifts Direct
- Not upheld
- Social media (paid ad)
- 11 November 2026
A paid-for Instagram ad for Cadbury Gifts Direct didn’t break the less healthy food rules because the advertiser qualified for the exemption for small and medium-sized enterprises.
Procook Ltd
- Upheld
- Search (paid)
- 11 November 2026
A paid-for Google search ad for a kitchenware retailer made misleading environmental claims about carbon-neutral delivery.

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.

Latest news

No More Kid-ding Around: The Rules of Advertising to Children

New Enforcement Reports examine misleading health ads

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Handle with care: Advice on advertising to new and expectant parents

Regulating the Illusion of Intelligence in Ads

Latest rulings

B Sporting Ltd t/a SportsShoes.com

Grind Coffee Roasters Ltd

Hemingways Marketing Services Ltd t/a Cadbury Gifts Direct

Procook Ltd

Help getting it right

Popular advice

Food: HFSS Media Placement

Food: HFSS Product and Brand Advertising

Food: Health claims

Relevant codes

12 Weight control and slimming

13 Food, food supplements and associated health or nutrition claims

13 Weight control and slimming

15 Food, food supplements and associated health or nutrition claims