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

Kollo Health Ltd
- Upheld
- Social media (paid ad)
- 22 November 2023
A paid-for Facebook ad for liquid collagen claimed it could reduce wrinkles and cause thicker hair, which could not be substantiated, and made specific health claims which had not been authorised on the GB Register.
Organic Burst World SA t/a Organic Burst
- Upheld
- Social media (paid ad)
- 22 November 2023
A paid-for Facebook ad claimed that food supplement spirulina could treat vitamin B12 deficiency and therefore reverse the growth of grey hair, which breached the rules on claiming a food supplement can treat clinical vitamin deficiencies and symptoms.
THG Nutrition Limited t/a My Protein
- Upheld
- Social media (own site)
- 01 November 2023
A TikTok post for a MyProtein promotion did not set out qualifying criteria for entry clearly and omitted significant conditions.
Just Spices GmbH
- Upheld
- Social media (influencer or affiliate ad)
- 13 September 2023
Two TikTok posts on Sevda Ela’s account which promoted Just Spices were not obviously identifiable as ads.

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

Kollo Health Ltd

Organic Burst World SA t/a Organic Burst

THG Nutrition Limited t/a My Protein

Just Spices GmbH

Help getting it right

Popular advice

Food: Health claims

Food: Probiotic claims

Multi-Level Marketing

Relevant codes

13 Food, food supplements and associated health or nutrition claims

13 Weight control and slimming

12 Weight control and slimming

15 Food, food supplements and associated health or nutrition claims