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

XC Trains Ltd t/a Cross Country Trains
- Internet (website content)
- 17 April 2024
A webpage made misleading claims about the availability of complimentary food and drink for First Class passengers on Cross Country Trains.
Vytaliving Ltd
- Upheld
- Press general
- 27 March 2024
A press ad for nutritional tablets claimed a food could treat, prevent or cure human disease, featured claims that were not authorised on the GB NHC Register, and made misleading claims around savings.
Aldi Stores Ltd t/a Aldi
- Upheld
- National press
- 20 March 2024
A wrap around national press ad made misleading comparative claims which could not be verified, as well as a misleading claim about prices compared to last year.
Hovis Ltd t/a Hovis
- Not upheld
- Internet (website content), Social media (own site)
- 28 February 2024
Three webpages and an Instagram post did not misleadingly use the terms “rustic”, “authentical”, “traditional”, “artisanal-inspired bread” and “no artificial preservatives”.

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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Relevant codes

13 Food, food supplements and associated health or nutrition claims

13 Weight control and slimming

12 Weight control and slimming

15 Food, food supplements and associated health or nutrition claims