Problem Food Claims: Wellform Direct breaches the UK Advertising Code for claims that its “Snail Elixir Miracle” food supplement can treat arthritis on its website.


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.


Wellform Direct make a number of unacceptable claims to prevent, treat or cure a disease, such as “Just 24 hours after starting your treatment you will feel an improvement in your arthritis”, and “your cartilage will be intensively rehydrated”.


Despite repeated requests from the CAP Compliance team, Direct Response Marketing Group Ltd continues to claim that the product could treat or cure disease on its website,


Due to Direct Response Marketing Group 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 March 2018.  These details shall remain in place until Direct Response Marketing Group Ltd removes the unacceptable claims from its website,  


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