Background

Problem Food Health and Nutrition Claims and Recognition of Marketing Communications: Supreme CBD Ltd t/a Supreme CBD breaks UK advertising rules for making prohibited claims regarding CBD (cannabidiol) (a food supplement) treating, preventing or curing human disease. Supreme CBD also break the rules for not making their ads obviously identifiable as marketing communications.

The ASA has investigated and Upheld previous complaints about Supreme CBD’s advertising of CBD:

The rulings cover several issues, notably that Supreme CBD Ltd must not make claims regarding CBD treating, preventing or curing human disease. In the UK, ads for food products and food supplements are prohibited from making claims of this nature under CAP Code 15.6.2. The rulings have made clear that claims to treat, prevent or cure anxiety, insomnia or depression are non-compliant with the rules.

The ASA have ruled on other ads that contain claims that CBD can treat, prevent or cure human disease. These include (but aren’t limited to) conditions such as stress, aches, pains and chronic neurological disorders.

Despite repeated requests from the CAP Compliance team to remove or amend claims relating to the treatment, prevention and cure of human disease, Supreme CBD continues to feature them on supremecbd.uk, brand social media accounts and through the accounts of its affiliates. Furthermore, we note advertising content from affiliates continue to be repeatedly not properly disclosed as marketing communications.

Claims on the company website that are in breach of the rules include, but aren’t limited to:

  • (Homepage) - “Our Starter Pack combines 3000mg CBD oil with 1600mg CBD gummies to support relaxation, stress relief, and overall wellbeing as part of a simple daily routine.” The ASA has investigated other ads for CBD and Upheld claims to treat stress for the same reasons.
  • (supremecbd.uk/products/supreme-cbds-ultimate-stress-and-sleep-bundle) - “By using L-Theanine and CBD to manage stress during the day, you prevent your nervous system from becoming "fried." 
  • (supremecbd.uk/collections/cbd-for-sleep) - “The best CBD for sleep and anxiety is one that makes people feel more relaxed. Shop from Supreme CBD to get good sleep.”

Because of Supreme CBD’s continued non-compliance, we took the decision on 01 June 2026 to place their company details on this section of the ASA website. These details shall remain in place until such time as Supreme CBD has removed or appropriately amended the non-complaint issues to ensure compliance with the CAP Code.

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