Food, drink and supplements

Helpful information on how to advertise Food, Drink and Supplements in line with the advertising rules, and examples of previous Advertising Standards Authority rulings in this area.

The advertising of food, drink and supplements has come under scrutiny for a variety of reasons, such as concerns around promoting the consumption of unhealthy foods or making dubious nutritional claims. To protect consumers, especially children, and prevent them from being misled, we have strict rules in place for the advertising of food, drink and supplements.

When it comes to children, the emphasis is on advertisers creating responsible ads and the rules make clear they should not promote poor nutritional habits or unhealthy lifestyles. Advertisers are not allowed to use licensed characters in food and drink ads targeted at children, nor can they feature sales promotions in content targeted at this audience. We have also previously banned ads that exploit children’s vulnerability by suggesting they would be inferior if they did not eat or buy the product being advertised, and ads that have encouraged “pester power”.

Another key aspect of advertising food, drink and supplements is the promotion of the product’s health benefits. Advertisers are, of course, entitled to bring to the public’s attention the nutritional worth of their products but the rules in place are tough. The Advertising Codes reflect wide-reaching EU legislation and advertisers must hold evidence for authorised health claims as required by an EU Register. Claims that state or imply a food, drink or supplement prevents, treats or cures human disease are not permitted under any circumstances. Reduction of disease claims are allowed but only if they appear on the EU Register and only if they are presented clearly without exaggeration.

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Latest rulings

Kind Patches Ltd
- Upheld
- Social media (paid ad)
- 02 September 2026
A paid-for Instagram ad for a supplement company, misleadingly implied their products had health benefits without supporting evidence and irresponsibly trivialised and condoned an act of anti-social behaviour.
PLK Chicken UK Ltd t/a Popeyes
- Not upheld
- Social media (paid ad)
- 02 September 2026
An Instagram ad by @onlyscrans and a paid-for Instagram ad for Popeyes didn’t break the rules by featuring an identifiable less healthy food product.
Ferrero UK Ltd t/a Thorntons
- Not upheld
- Social media (paid ad)
- 19 August 2026
A paid-for Instagram ad for Thorntons didn’t break the rules by featuring an identifiable less healthy food product.
YO! Sushi UK Ltd t/a YO!
- Upheld
- Social media (paid ad)
- 12 August 2026
A paid-for Instagram post for YO! Sushi broke the rules by featuring an identifiable specific less healthy food product.

View all rulings

Food, drink and supplements

Helpful information on how to advertise Food, Drink and Supplements in line with the advertising rules, and examples of previous Advertising Standards Authority rulings in this area.

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Latest rulings

Kind Patches Ltd

PLK Chicken UK Ltd t/a Popeyes

Ferrero UK Ltd t/a Thorntons

YO! Sushi UK Ltd t/a YO!

Help getting it right

Popular advice

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Less healthy food and drink: advertising guidance

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Relevant codes

15 Food, food supplements and associated health or nutrition claims

12 Weight control and slimming

13 Weight control and slimming

13 Food, food supplements and associated health or nutrition claims