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.

+ Read more - Show less

Latest rulings

Huel Ltd
- Upheld
- Social media (own site), App (paid ad)
- 30 September 2026
An Instagram video and pre-roll ad on YouTube for Huel was irresponsible by encouraging the exclusive consumption of Huel in place of conventional food. The ads also made unathorised specific health claims.
Harnbury Holdings Ltd t/a San Carlo
- Upheld
- Social media (influencer or affiliate ad)
- 23 September 2026
An Instagram post by Pamela Olender for the restaurant San Carlo Cicchetti wasn’t obviously identifiable as an ad and broke the rules by featuring an identifiable less healthy food product.
Morley's (Fast Foods) Ltd
- Upheld
- Social media (influencer or affiliate ad)
- 23 September 2026
An Instagram post by Ellie Scotney for Morley’s UK broke the rules by featuring an identifiable less healthy food product.
The Trade Desk, Inc
- Upheld
- Social media (paid ad)
- 23 September 2026
A promoted LinkedIn post from a media buying platform broke the rules by featuring an identifiable less healthy food.

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.

Latest news

Remember, remember the Ad Codes in November: for spooky and bonfire night themed ads

Handle with care: Advice on advertising to new and expectant parents

Good intentions don’t always prevent harm – avoiding harmful racial stereotypes

Regulating the Illusion of Intelligence in Ads

Less healthy foods – an overview of LHF

Trust me, I'm a... compliant advertiser

Latest rulings

Huel Ltd

Harnbury Holdings Ltd t/a San Carlo

Morley's (Fast Foods) Ltd

The Trade Desk, Inc

Help getting it right

Popular advice

Food: HFSS Media Placement

Food: HFSS Product and Brand Advertising

Less healthy food and drink: advertising guidance

Relevant codes

12 Weight control and slimming

13 Food, food supplements and associated health or nutrition claims

13 Weight control and slimming

15 Food, food supplements and associated health or nutrition claims