Problem Food Claims: Turmerix breaks UK Ad Rules for claims that the food supplement Turmerix can treat inflammation.
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.
turmerix.co.uk makes a number of unacceptable claims to prevent, treat or cure a disease, such as “a natural anti-inflammatory that can help reduce inflammation in the body”. and “manage health challenges and inflammation in the body”.
Despite repeated requests from the CAP Compliance team, Casada Health & Beauty Ltd continues to claim that the product could treat or cure disease on its website, turmerix.co.uk.
Due to Casada Health & Beauty Ltd’s non-compliance and disregard for the CAP Code, the CAP Compliance team took the decision to place its company details on this section of the ASA website on 28 June 2017. These details shall remain in place until Casada Health & beauty Ltd removes the claim outlined above from its website, turmerix.co.uk.