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

Bakkavor Ltd
- Upheld
- Packaging (promotion)
- 29 April 2026
A promotion featured on the packaging of a cookie dough dessert misleadingly implied that particular products were included in the promotion, causing unnecessary disappointment.
Birling Shore Ltd t/a ShroomIQ
- Upheld
- Social media (paid ad), Website (own site)
- 22 April 2026
A website and paid-for Facebook ad for a children’s supplement brand stated that a food supplement could prevent, treat or cure the symptoms of ADHD, Tourette Syndrome, anxiety and depression. The ads also made medicinal claims for unauthorised products, made unauthorised health claims&nb...
Pets Corner UK Ltd t/a Pet Food Expert
- Upheld
- Website (own site)
- 22 April 2026
A homepage for a website providing information about pet food falsely implied they were acting for purposes outside their trade by misleadingly presenting the website as independent.
GDK International Ltd t/a German Doner Kebab
- Not upheld
- Social media (influencer or affiliate ad)
- 15 April 2026
An Instagram ad for German Doner Kebab, posted by influencer John Fisher, didn’t break the rules by featuring an identifiable less healthy 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

Bakkavor Ltd

Birling Shore Ltd t/a ShroomIQ

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GDK International Ltd t/a German Doner Kebab

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Popular advice

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Relevant codes

12 Weight control and slimming

13 Food, food supplements and associated health or nutrition claims

15 Food, food supplements and associated health or nutrition claims

13 Weight control and slimming