Ad description
An email from Protein World sent on 12 March 2025 included the subject heading “WPC Transformed My Life – Overcoming Anorexia”. The email included an image with large text that stated, “Winning Battle WITH ANOREXIA” and two photos of the same girl in gym wear. Text stated, “‘At 13, I battled anorexia and was nearly hospitalized. Gaining muscle felt impossible, but Protein World helped me fuel my body, rebuild strength and find a healthier relationship with food. Now I feel alive!’ – Regina, 16”. Photographs of the Protein World Whey Protein Concentrate were included and further text stated, “Recover Rebuild & Rise with WPC! 35% OFF EVERYTHING USE CODE - HERO SHOP NOW BE THE HERO OF YOUR JOURNEY”.
Issue
The complainant challenged whether the ad breached the Code because it implied that a food could treat anorexia.
Response
Good Guru Ltd t/a Protein World did not respond to the ASA’s enquiries.
Assessment
Upheld
The ASA was concerned by Good Guru Ltd t/a Protein World’s lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rule 1.7 (Unreasonable delay). We reminded them of their responsibility to respond promptly to our enquiries and told them to do so in future.
The CAP Code stated that claims to treat or cure human disease were not permitted for foods or food supplements. We considered that the claim in the subject of the email “WPC Transformed My Life – Overcoming Anorexia” and within the email, “Winning Battle WITH ANOREXIA”, seen alongside the before and after photos of the girl and her testimonial, were claims to treat or cure anorexia. The claims within the testimonial from the girl further implied that the food product, Protein World Whey Protein Concentrate (WPC), had played a significant role in her recovery from anorexia, a serious medical condition. We considered that the overall impression of the ad was that the product could help with recovery from, and therefore was a treatment for, anorexia. We therefore concluded that the ad breached the Code.
The ad breached CAP Code (Edition 12) rule 15.6.2 (Food, food supplements and associated health or nutrition claims).
Action
The ad must not appear again in the form complained of. We told Good Guru Ltd t/a Protein World to ensure that their ads did not make claims to treat anorexia or other human diseases. We referred the matter to CAP’s Compliance team.
