Background

Misleading Advertising/Problem Food Claims: quinton-water.com breaches UK Ad Rules with unauthorised health claims and unsubstantiated efficacy claims for their products.

This is an updated version of an entry originally placed on this list in April 2015 under the name Original Quinton UK Ltd. In February 2017, Original Quinton UK Ltd was dissolved but the quinton-water.com website remains live, operated by Roger Meacock trading as Original Quinton UK & Ireland. It was decided in April 2017 to update the information on this page to reflect the current trading identity of the advertiser.

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.

In 2014 the ASA investigated health claims for products on Original Quinton UK Ltd’s website quinton-water.com:  Quinton Isotonic, Quinton Hypertonic, Quinton Ocular Spray, Quinton Nasal Spray and Quinton Dermal Spray.

The ASA found that the health claims for Quinton Isotonic and Quinton Hypertonic were not authorised on the EU Register. The ads also included claims to prevent, treat or cure disease, which are prohibited under the CAP Code. In addition, Quinton UK Ltd did not provide sufficient evidence to support the efficacy claims for Quinton Nasal Sprays, Ocular Spray and Dermo Spray.

The ASA told Original Quinton UK Ltd not to use unauthorised health or reduction of disease risk claims in relation to their products. They were also told not to refer to general, non-specific health benefits of their food products unless those claims were accompanied by an authorised claim. They were told not to make stated or implied claims that their food products could prevent, treat or cure human diseases, and not to make efficacy claims for their other products unless they held robust substantiation.

The CAP Compliance team contacted Original Quinton UK Ltd to seek compliance with the ruling, but Original Quinton UK Ltd did not amend their website, quinton-water.com, to comply with the Code. This information shall remain in place until such time as the website quinton-water.com has been amended to comply with the CAP Code.

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