Background
Summary of Council decision:
Two issues were investigated, both of which were Upheld.
Ad description
A paid-for Facebook ad for Humantra electrolyte sachets, seen on 14 October 2025, included a video of a person who stated, “Seriously, where has this been my entire life? I have always struggled to drink water […] It really affects my quality of life, I used to get headaches, brain fog, be low in energy – but that was until I found Humantra”.
The caption stated, “75% of people are chronically dehydrated, resulting in brain fog, low energy, headaches, inflammation, dry skin, and more. Sound familiar? Meet Humantra: the cleanest, most effective way to hydrate”.
Issue
The complainant, a consultant in the area of food and supplement regulation, challenged whether the:
- ad included claims that stated or implied that a food could prevent, treat or cure human disease, which was prohibited by the Code; and
- the specific health claim in the ad complied with the Code.
Response
1. & 2. Humantra UK Operations Ltd t/a Humantra said they had reviewed the ad after becoming aware of the complaint. They did not intend to suggest their products had medicinal properties or to make an unauthorised health claim, and that the ad had aimed to share customer experiences. They accepted the ad could be understood as making such claims and removed it from circulation.
Assessment
1. Upheld
The CAP Code prohibited claims which stated or implied a food could prevent, treat or cure human disease.
The ad included the claims “I used to get headaches, brain fog, be low in energy – but that was until I found Humantra” and “75% of people are chronically dehydrated, resulting in brain fog, low energy, headaches, inflammation, dry skin, and more”. The ASA considered those claims, which referred to chronic dehydration and its symptoms, would be understood to mean that Humantra could treat or cure human disease. Because the ad stated or implied a food could prevent, treat or cure human disease, we concluded that it had breached the Code.
On that point, the ad breached CAP Code (Edition 12) rules 15.6 and 15.6.2 (Food, food supplements and associated health or nutrition claims).
2. Upheld
The CAP Code required that health claims were only permitted in marketing communications for food or food supplements if they were authorised on the Great Britain Nutrition and Health Claims Register (the GB NHC Register).
The ad included the claim “Meet Humantra: the cleanest, most effective way to hydrate”, which we considered would be understood as meaning the product had the beneficial health effect of rehydration. It was therefore a specific health claim for the purposes of the Code. However, we had not seen evidence that demonstrated the claim was authorised on the GB NHC Register. We therefore concluded it breached the Code.
On that point, the ad breached CAP Code (Edition 12) rules 15.1, 15.1.1, and 15.2 (Food, food supplements and associated health or nutrition claims).
Action
The ad must not appear again in the form complained of. We told Humantra UK Operations Ltd t/a Humantra to ensure their future advertising did not make claims, or otherwise imply, that food could prevent, treat or cure human disease. We also told them not to make specific health claims unless they were authorised on the GB NHC Register.
