Rulings (24)
  • Kim Constable Ltd t/a The Sculpted Vegan

    • Upheld
    • Website (own site), Social media (own site)
    • 05 October 2022

    A website and an Instagram post for a diet and fitness plan made misleading weight loss claims and discouraged treatment of the symptoms of menopause.

  • Dr Vegan Ltd

    • Upheld
    • Social media (own site)
    • 10 September 2025

    An Instagram post for Dr Vegan Ltd claimed that a food supplement could prevent, treat or cure symptoms of the menopause and made medicinal claims for products that weren’t authorised by the Medicines and Healthcare Regulatory Agency.

  • Vegan Friendly UK

    • Upheld in part
    • Television
    • 08 June 2022

    A TV ad for Vegan Friendly UK was likely to cause distress to both younger and adult audiences and therefore was not suitable for broadcast on TV regardless of scheduling restrictions.

  • People for the Ethical Treatment of Animals (PETA) Foundation t/a PETA

    • Not upheld
    • Poster
    • 23 August 2023

    A billboard for PETA was unlikely to cause serious or widespread offence and was responsibly targeted.

  • Renourish Ltd

    • Upheld
    • 06 April 2022

    A poster ad for vegan soup was banned for being likely to cause serious or widespread offence. 

  • Viva! t/a Viva!

    • Upheld
    • 06 September 2023

    Two paid-for social media ads for Viva! were irresponsibly targeted and were likely to cause unnecessary distress and serious and widespread offence. 

  • Toyota (GB) plc

    • Not upheld
    • Radio
    • 05 October 2022

    A TV ad by the car manufacturer did not perpetuate harmful and offensive gender stereotypes.

  • Viva!

    • Upheld
    • Cinema (ad)
    • 16 July 2025

    A cinema ad for the vegan charity Viva!, featuring scenes of a human baby being taken from its mother and equating that with dairy calves being separated from their mothers, was irresponsible, distressing and likely to cause serious and widespread offence, particularly for viewers with experience of child los...

  • Excite For Life Ltd

    • Upheld
    • Internet (website content)
    • 18 September 2024

    A website made misleading claims that CBD was suitable for consumption by children, incorrectly stated that the recommended maximum consumption of CBD per day for adults was 70 mg and made general health claims that weren't accompanied by an authorised specific health claim.

  • Tonic Nutrition Ltd t/a Tonic Health

    • Upheld
    • Website (own site), Social media (own site)
    • 15 May 2024

    A website and Instagram reel made unauthorised nutrition and comparative nutrition claims, and discredited competitors' products. 

  • 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.

  • Huel Ltd

    • Upheld
    • Social media (paid ad), Website (own site)
    • 15 February 2023

    A Facebook ad and website page for a meal replacement retailer misleadingly implied that eating meal replacement products helped save money on food.

  • Oatly UK Ltd t/a Oatly

    • Upheld in part
    • Television, Newspaper, Social media (own site)
    • 26 January 2022

    Two TV ads, a paid-for Facebook post, a paid-for Twitter post and two newspaper ads for an oat drink company were banned for making misleading environmental claims. 

  • Erim Kaur t/a Erim Kaur, erimstagram

    • Upheld in part
    • Social media (influencer or affiliate ad)
    • 08 March 2023

    Two Instagram stories and a post on influencer Erim Kaur’s Instagram page were not obviously identifiable as ads. 

  • Bambooi Sustainable Enterprises Ltd t/a Bambooi

    • Upheld
    • Internet (website content), Social media (own site)
    • 26 October 2022

    A Facebook ad and the website for an electric toothbrush manufacturer made misleading claims about the expected delivery date as well as misleading environmental claims.

  • Papa John's (GB) Ltd t/a Papa Johns

    • Not upheld
    • Social media (paid ad)
    • 08 July 2026

    A paid for Facebook ad for Papa John’s didn’t break the rules by featuring an identifiable less healthy product.

  • Uber Eats UK Ltd t/a Uber Eats

    • Not upheld
    • Social media (paid ad)
    • 08 July 2026

    A Video on Demand pause ad for Uber Eats didn’t break the rules by featuring an identifiable less healthy product.

  • Mitchells & Butlers Leisure Retail Ltd t/a Harvester

    • Upheld
    • 03 July 2024

    A website promotion for the Harvester app misleadingly omitted material information about the significant limitations and qualifications of the promotion

  • THE PACK PET Limited

    • Upheld
    • Social media (paid ad)
    • 02 November 2022

    A paid-for Facebook post and a post on a dog food retailer’s Facebook page misleadingly implied that a plant-based diet was healthier for dogs than a meat-based diet and made misleading and unsubstantiated environmental claims.

  • Wild Cosmetics Ltd

    • Upheld
    • Internet (video)
    • 17 May 2023

    A YouTube ad for deodorant made misleading claims about other brands preventing the release of toxins, and that aluminium salts are potentially harmful.

Informally resolved (12)
  • Dr Vegan Ltd

    • 26 February 2025
    • Number of complaints: 1

  • SG Wellness Developments Ltd

    • 17 April 2024
    • Number of complaints: 0

  • SG Wellness Developments Ltd t/a Spacegoods

    • 25 September 2024
    • Number of complaints: 0

  • Viva!

    • 31 August 2022
    • Number of complaints: 1

  • Les Grands Chais de France SAS t/a Nozeco

    • 06 August 2025
    • Number of complaints: 1

  • Omni Pet Ltd

    • 24 May 2023
    • Number of complaints: 1

  • Pandriks Bake Off B.V.

    • 23 March 2022
    • Number of complaints: 1

  • Ecotricity Group Ltd

    • 08 December 2021
    • Number of complaints: 1

  • Virgin Atlantic Airways Ltd t/a Virgin Atlantic

    • 12 June 2024
    • Number of complaints: 1

    Topic: Holidays, travel and motoring

  • Wm Morrison Supermarkets Ltd t/a Morrisons

    • 18 September 2024
    • Number of complaints: 1

  • KBF Enterprises Ltd t/a Bodybuilding Warehouse

    • 22 March 2023
    • Number of complaints: 1

  • My Natural Goodness

    • 23 November 2022
    • Number of complaints: 1