Background
The ad was identified for investigation following intelligence gathered by our Active Ad Monitoring system, which uses AI to proactively search for online ads that might break the rules.
Summary of council decision:
Three issues were investigated, all of which were Upheld.
Ad description
Four paid-for Meta ads for Inno Supps promoting two supplements, “Inno Drive For Her” and “Nitro Wood”, seen in November 2025:
a. The first ad, for “Inno Drive For Her”, included text in the style of a review. Next to five-star icons text stated “The puffiness is gone, the bloating disappeared […] I even lost 11 lbs!”. Further text in the caption stated “Inno Drive: For Her is formulated to help calm cortisol, balance hormones, and reset your body naturally so you can beat puffiness, stubborn weight, and low energy […] goodbye to cortisol face”.
The ad included a video that showed a woman wearing a white lab coat speaking to camera and on-screen text that stated “DR. ANIKA ACKERMAN BOARD-CERTIFIED UROLOGIST”. She said, “[…] all that stress is going straight to your face and waistline. As a board-certified MD, I see this all the time […] they’re still waking up with a bloated, puffy face and waistline […] When cortisol, the body’s main stress hormone, stays elevated, it causes your body to hold on to water, and not just in your belly but right in your face. That’s exactly why Inno Drive For Her is the doctor’s choice for women battling cortisol-related puffiness and hormonal weight gain.”
Text underneath the video stated “WWW.INNOSUPPS.COM Doctor-Approved Formula to Shrink Puffy Face & Hormonal Waistline Puffy Face? Bloating? Mood Swings? […]” and a button labelled “Learn more”.
b. The second ad, for “Inno Drive For Her”, included text in the style of a review that stated “[fire emoji] My hormones FINALLY feel balanced. My energy, drive, and motivation are all sky high!”. Further text stated “When hormones are out of balance, they can drain energy, trigger mood swings and cravings, and cause stubborn weight gain that won’t budge […] Inno Drive For Her helps rebalance hormones naturally to boost mental drive, lift mood, and support a healthier, leaner body from within […] Support healthy cortisol levels and hormone balance Increase energy, motivation, and mental clarity Reduce stress and stabilize [sic] mood Promote a healthier body composition and fight stubborn hormonal weight gain Enhance circulation for daily vitality and overall performance Most women notice more energy, a better mood and less bloating within just a few weeks - results keep improving over 90–180 days with daily use.”
The ad included an image with text that stated “Menopause making it impossible to lose weight? Target the Root Cause of Hormonal Weight Gain Flatten Belly + Fight Face Puffiness Support Healthy Hormone Balance Lower Cortisol to Curb Fat Storage” and an image of a tub labelled “INNO DRIVE FOR HER”.
Text underneath the image stated “Say Goodbye to Hormonal Weight Gain with Inno Drive For Her! […] Board Certified Doctor Recommended […]” and a button labelled “Learn More”.
c. The third ad, for “Nitro Wood”, included text in the style of a review that stated “My swelling in my lower legs and ankles are almost completely gone! My circulation has significantly improved in two months while taking this product […]”.
Next to five-star icons was a review from “Cedars Sinai Cardiologist Dr. David Filsoof” which stated “Nitro Wood is incredibly effective at naturally increasing circulation and lowering swelling, especially in the lower legs and feet. I highly recommend that both Males and Females 40+ take this product daily to optimize [sic] their circulatory health!”.
Further text stated “Nitro wood contains key ingredients proven to expand the blood vessels and accelerate healthy circulation throughout the entire body such as: ‘[grapes emoji] S7: Proven to boost Nitric Oxide levels by up to 230%. More Nitric Oxide = Expansion of the blood vessels and healthier and smoother circulation, where it matters the most, [flexed biceps emoji] Beet Root: Extremely popular and healthy ingredient proven to not only boost blood flow, but also cleanse and purify it to flow smoother […] [grapes emoji] Vitamin C, Garlic Extract, + Niacin: Substantially boosts blood flow and Nitric Oxide production along with providing your body with numerous health and immune system boosting benefits [syringe emoji] Pine Bark Extract: Gives the body numerous cardiovascular boosting benefits along with rapidly increasing blood flow throughout the body […]’.”
It also stated they had “partnered with World Renowned Cedar Sinai Cardiologist Dr. David Filsoof to promote this product” and included a link to a product page.
The ad included a video of a man in a white coat talking to the camera. Text on screen stated “DR DAVID FILSOOF BOARD-CERTIFIED CARDIOLOGIST”. He said, “If you have poor blood flow to the body, it’s a sign that the heart might not be functioning very well. As a result the blood pools into the legs, ankles, feet and you have swelling. When we see that, we are concerned that the blood flow to your organs is compromised, they’re jeopardised. And it’s important to seek help, find the right supplements, find the right regimen to improve and restore blood flow naturally. And Nitro Wood is a very good supplement to start with because it’s natural, it’s effective, it works at improving your blood flow and the health of your vascular system […]”
Text underneath the video stated “WWW.INNOSUPPS.COM Nitro Wood: Help Reduce Swollen Feet and Ankles - 100% Money Back Guarantee Board Certified Cardiologist Recommended […]” and a button labelled “Learn more”.
d. The final ad, also for “Nitro Wood” included text in the style of a review that stated “I took Nitro Wood for 60 days and have never felt better! I noticed a huge boost in my blood flow (if you know what I mean) within the first week […]”.
Further text stated “Nitro Wood is a natural blend of ingredients, proven to enhance circulation and blood flow so you can get plenty of it where and when you need it ;)”. The ad stated the formula was “perfect for both men and women” and listed that it helped: “enhance endurance and stamina all day and night”; “increase natural energy and mental cognition”; and “rapidly boost overall performance”. Additional text listed the same ingredients and claims as ad (c). It also stated that they had “partnered with World Renowned Cedar Sinai Cardiologist Dr. David Filsoof to promote this product”.
The ad included a video that showed a tub of the Nitro Wood product, with a heartbeat sound, and on-screen text that stated “OPTIMIZE [sic] BLOOD FLOW WHEN AND WHERE YOU NEED IT”. Testimonials appeared on-screen that stated “I’M GOING LONGER AND HARDER NOW […]”; “I’ve been struggling with high blood pressure for years and hate taking prescription meds. Love that Nitro has natural ingredients to help. Doc even told me to keep doing what I’m doing because my BP is healthy again […]”; “Since taking Nitro Wood I have more energy than I’ve felt in decades […]”; and “[…] feeling exhausted, low energy, lots of muscle cramps because of poor circulation. Nitro Wood has given me exergy to turn my heart health around […]”.
Issue
The ASA challenged whether the:
1. stated and implied claims that the supplements, or substances in them, could help to prevent, treat or cure menopause-related symptoms in ad (b), erectile dysfunction in ad (d) and circulatory or cardiovascular-related conditions in ads (c) and (d), breached the Code;
2. ads included health claims that breached the Code; and
3. ads included health claims which referred to the recommendation of an individual health professional, that were in breach of the Code.
Response
1., 2. and 3. Clean Supps LLC t/a Inno Supps explained that the ads had been served to UK consumers because one agency had mistakenly left a worldwide Facebook campaign running due to poor targeting controls, but that this had now been fully corrected. They confirmed with their ad agency that UK targeting was disabled in December and January.
Assessment
1. Upheld
The CAP Code (which reflected legislation) stated that claims which stated or implied a food prevented, treated or cured human disease were not acceptable in marketing communications for foods, including food supplements. It also stated that medicinal claims may be made for a medicinal product that was licensed by the MHRA (Medicines and Healthcare products Regulatory Agency) or under the auspices of the EMA (European Medicines Agency). Medicines must have a license from the MHRA or under the auspices of the EMA before they were marketed.
Ad (b) included claims such as “Menopause making it impossible to lose weight?”; “Target the Root Cause of Hormonal Weight Gain”; “Support Healthy Hormone Balance”; and “Lower Cortisol to Curb Fat Storage”. It also stated that the product could “rebalance hormones naturally”; “Reduce stress and stabilize [sic] mood”; “fight stubborn hormonal weight gain”; “Enhance circulation for daily vitality and overall performance”; and addressed “mood swings and cravings” and “mental clarity”. We considered consumers were likely to understand those claims to mean that the product could treat or relieve symptoms associated with menopause. Those claims that the supplement could treat or cure symptoms of the menopause, both in general terms and in relation to specifically described symptoms, were, for the purposes of the Code, claims to treat disease. Such claims were prohibited for food and food supplements.
Ad (d) included claims such as “boost in my blood flow (if you know what I mean)”l “proven to enhance circulation and blood flow […] when and where you need it”; “Enhance endurance and stamina all day and night”; and “I’M GOING LONGER AND HARDER NOW”. We considered that consumers would understand those claims to mean that the product could help achieve stronger and more sustained erections and could therefore treat or relieve erectile dysfunction by increasing blood flow. Ad (d) also included the product name “Nitro Wood”. We considered that the word “Nitro” had connotations of enhancement, boosting performance and increased blood flow, including through associations with nitric oxide products. We also understood that “wood” was a slang term for a male erection. We therefore considered, in the context of an ad that implied the product could improve erectile function, the name “Nitro Wood” added to that impression. We considered that claims that the supplement could treat or cure erectile dysfunction were, for the purposes of the Code, claims to treat disease. Such claims were prohibited for food and food supplements.
Ad (c) included claims such as “My swelling in my lower legs and ankles are almost completely gone! My circulation has significantly improved […]” and “[…] it works at improving your blood flow and the health of your vascular system”. Ad (d) included claims such as “I’ve been struggling with high blood pressure […] Doc even told me to keep doing what I’m doing because by BP is healthy […]”. Ads (c) and (d) both included the claims “Nitro Wood contains key ingredients proven to expand the blood vessels and accelerate healthy circulation […]” and “Gives the body numerous cardiovascular boosting benefits along with rapidly increasing blood flow”. We considered that consumers were likely to understand those claims to mean that the product could treat or cure circulatory or cardiovascular related conditions or their symptoms. We further considered that such claims were claims to treat disease, which were not permitted for food and food supplements.
Inno Drive For Her and Nitro Wood were marketed as food supplements. For the purposes of the legislation reflected in the Code, the prohibition on claims that a food (including food supplements) could prevent, treat or cure human disease included medicinal claims. Given the references to menopause, erectile dysfunction and cardiovascular-related conditions, and the symptoms of those conditions, we considered that the claims made in the ads, amounted to medicinal claims. Claims that a product had medicinal properties may only be made for a medicinal product that was authorised by the MHRA or under the auspices of the EMA. We understood that Inno Supps did not hold such authorisation for Inno Drive For Her or Nitro Wood.
We concluded that, by stating or implying that the supplements could prevent, treat or relieve menopause symptoms, erectile dysfunction and circulatory disorders, ads (b), (c) and (d) breached the Code.
On that point, ads (b), (c) and (d) breached CAP Code (Edition 12) rules 12.1 and 12.11 (Medicines, medical devices, health-related products and beauty products), 15.6 and 15.6.2 (Food, food supplements and associated health or nutrition claims).
2. Upheld
The CAP Code defined health claims as those that stated, suggested or implied a relationship between a food or ingredient and health, and required that only health claims authorised on the applicable register, which in this case was the Great Britain nutrition and health claims register (the
GB (NHC) Register), were permitted in marketing communications for foods. Marketers must also ensure that they met the conditions of use associated with the claims in question.
Ads (a) and (b) for Inno Drive For Her referred to effects such as increased energy and motivation, including claims such as “boost mental drive”, “lift mood” and “helps rebalance hormones naturally”. We considered these to be specific health claims suggesting that the product could positively affect mental performance, mood and hormonal balance.
Ads (c) and (d) for Nitro Wood included claims such as “S7: Proven to boost Nitric Oxide levels by up to 230%”, alongside references to ingredients being “proven” to boost blood flow, improve circulation and provide cardiovascular benefits, as well as claims that the product could “enhance endurance and stamina all day and night” and “increase natural energy and mental cognition”. We considered consumers would likely interpret these claims to mean that Nitro Wood had been scientifically shown to deliver significant health and performance benefits, including improved circulation, cardiovascular support, sustained stamina, increased energy, and better mental focus.
We examined whether the claims made in ads (a)–(d) corresponded to authorised claims on the GB (NHC) Register. We noted that there were no authorised claims relating to the effects presented, including balancing hormones, affecting mood or mental performance, boosting nitric oxide levels, or improving blood flow and circulation in the manner described. We therefore concluded that the ads included specific health claims that were not authorised on the GB (NHC) Register.
We also considered that claims in ad (b) such as “Increase energy, motivation, and mental clarity”, “Enhance circulation for vitality and overall performance”, “Reduce stress and stabilize [sic] mood” and “[…] reset your body naturally” were general health claims referring to overall health or health-related wellbeing. Such claims were only acceptable if accompanied by a relevant authorised specific health claim. We had not seen evidence that those claims were accompanied by an authorised claim and therefore concluded that they also breached the Code.
The CAP Code stated that marketing communications must not contain claims that people could lose weight or fat from specific parts of the body. It further stated that ads for foods and supplements could not refer to a rate or amount of weight loss.
Ad (a) included the claim “I even lost 11 lbs!”. Ad (b) included claims such as “Say Goodbye to Hormonal Weight Gain with Inno Drive For Her!” and references to outcomes “within just a few weeks”. We considered that the claim “I even lost 11 lbs!” referred to a specific amount of weight loss. We also considered that references to outcomes “within just a few weeks” implied a timeframe for weight-related results, and that “Say Goodbye to Hormonal Weight Gain” implied that the product could prevent or reverse weight gain. Taken together, these claims implied a rate of weight loss and ads (a) and (b) therefore breached the Code in that regard.
For those reasons, we concluded that the ads breached the Code.
On that point, ads (a), (b), (c) and (d) breached CAP Code (Edition 12) rules 15.1, 15.1.1 (Food, food supplements and associated health or nutrition claims), 15.6.6 (Health claims that refer to a rate or amount of weight loss) and 15.7 (Food supplements and other vitamins and minerals).
3. Upheld
The CAP Code prohibited marketers from using health professionals to endorse medicines. In addition, ads for food products were prohibited from making health claims that referred to the recommendation of an individual health professional.
Ad (a) featured a video of a woman wearing a white lab coat, identified by on-screen text as “DR. ANIKA ACKERMAN, BOARD-CERTIFIED UROLOGIST”, speaking directly to camera. In the video, she stated “[…] as a board-certified MD, I see this all the time […] That’s exactly why Inno Drive For Her is the doctor’s choice for women battling cortisol-related puffiness and hormonal weight gain.” Ads (a) and (b) also described the product as the “doctor’s choice” and a “Doctor-Approved Formula”.
Ad (c) featured a video of a man wearing a white lab coat, identified by on-screen text as “DR DAVID FILSOOF, BOARD-CERTIFIED CARDIOLOGIST”, speaking directly to camera. In the video, he stated that poor blood flow could indicate that “the heart might not be functioning very well” and that it was important to “find the right supplements […] to improve and restore blood flow naturally”. He further stated that “Nitro Wood is a very good supplement to start with because it’s natural, it’s effective, it works at improving your blood flow and the health of your vascular system […]”. Ads (c) and (d) also stated that the advertiser had “partnered with world-renowned Cedars-Sinai cardiologist Dr David Filsoof to promote this product”.
As set out in point 1 above, both products were marketed as food supplements. We considered consumers were likely to interpret the presentation of named medical professionals, including a board-certified urologist and a board-certified cardiologist, alongside claims relating to hormonal weight gain, circulation, vascular health and erectile function as indicating that those professionals endorsed the products and the claimed health benefits. Because the ads included health and medicinal claims that were presented as being endorsed by individual health professionals, we concluded that they breached the Code. We also considered that references to doctors collectively, such as “doctor’s choice” and “Doctor-Approved Formula”, would be understood by consumers as referring to the recommendation of more than one health professional, and would therefore have a similar effect. In the context of the health and medicinal claims in the ads, we concluded that those claims also breached the Code.
As also set out in point 1 above, because the ads made medicinal claims, the products would be understood by consumers to be medicinal products by presentation. The ads therefore also breached the Code’s requirements for use of health professionals in relation to both food supplements and medicinal products.
On that point, ads (a), (b), (c) and (d) breached CAP Code (Edition 12) rules 12.18 (Medicines, medical devices, health-related products and beauty products) and 15.6.3 (Food, food supplements and associated health or nutrition claims).
Action
The ads must not appear again in the form complained of. We told The Clean Supps LLC t/a Inno Supps not to claim that a food supplement could prevent, treat or cure human disease, or make medicinal claims for a product that did not have the necessary authorisation; not to make health claims for food supplements unless those claims were authorised on the GB Register and met the conditions of use; and not to make claims that referred to a rate or amount of weight loss for food supplements. We also told them to ensure they did not use health professionals to endorse medicines or food supplements.
CAP Code (Edition 12)
12.1 12.11 12.18 15.1 15.1.1 15.6 15.6.2 15.6.3 15.7
