Problem Health Claims: Rune Balm Body Butter breaks the UK Ad Rules by making a number of unsubstantiated health claims for its body butters on the website and the @RuneBalmHolistic Cream Facebook page.

Several efficacy claims are being made for “Rune Balm Body Butters” on the website, including that the balms can “enhance your energy and support your spirit”, amongst others. Rule 12.1 of the CAP Code states:

Objective claims must be backed by evidence, if relevant consisting of trials conducted on people. Substantiation will be assessed on the basis of the available scientific knowledge.

Medicinal or medical claims and indications may be made for a medicinal product that is licensed by the MHRA, VMD or under the auspices of the EMA, or for a CE-marked medical device. A medicinal claim is a claim that a product or its constituent(s) can be used with a view to making a medical diagnosis or can treat or prevent disease, including an injury, ailment or adverse condition, whether of body or mind, in human beings.

The CAP Compliance team instructed Rune Balm to amend their website to comply with the Code, including the removal of claims pertaining to the physical effects of their products. Given Rune Balm Body Butter’s lack of response, we took the decision on 14 January 2019 to place them on this section of the ASA website. These details will remain in place until such a time as Rune Balm Body Butter has amended the website and the @RuneBalmHolisticCream Facebook page to ensure compliance with the CAP Code.

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