Background

Problem food advertising: Cell Nutrition UK Ltd breaks the UK Ad Rules by making unauthorised health claims for Quinton Water supplements on the website cellnutrition.com

Several health claims for the Quinton Hypertonic product appear on the website cellnutrition.com including:

  • “Helps reduce tiredness and fatigue”;
  • “Improves focus and concentration”;
  • “Supports electrolyte balance, restoring health” and
  • “…enhances cellular nutrition and glucose metabolism, providing a natural boost of energy and contributing to normal psychological and muscle function.”

These health claims for a food supplement are problematic as they are not authorised on the EU Register. Specific health claims should not appear in advertising for a food or supplements unless the claims for a particular ingredient meet the terms of use and are authorised and listed on the EU Register of nutrition and health claims.  

The ASA has previously investigated Quinton Water products and published a ruling in 2014 regarding Original Quinton UK Ltd. The ASA Ruling established that terms such as “isotonic” and “hypertonic” should be considered general health claims and therefore any use of these claims in advertising must be supported by a specific authorised health claim from the EU Register.

The CAP Compliance team instructed Cell Nutrition UK Ltd to amend their website to comply with the CAP Code but, in the absence of a response, took the decision on 6 September 2019 to place their company details on this section of the ASA website. These details will remain in place until such a time as Cell Nutrition UK Ltd has amended the claims on cellnutrition.com to comply with the CAP Code.


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