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

Not Guilty Food Co Ltd t/a The Skinny Food Co
- Upheld
- Website (own site), Social media (own site)
- 27 May 2020
A paid social media ad and a website for Skinny Sauce products made nutrition claims that implied they were calorie-free or energy free when they did not meet the conditions of use for the claims.
Revival Drinks Ltd t/a Revival Shots
- Upheld
- Social media (own site)
- 27 May 2020
A Facebook ad and two Instagram ads for Revival Shots broke the ad rules by implying that their food product could prevent, treat or cure human disease and for making health claims that were not listed as authorised on the EU Register of nutrition and health claims.
Chuckling Goat Ltd
- Upheld
- Transport, Website (own site)
- 13 May 2020
A poster ad and website claims by a food provider broke the rules by implying its products prevented, treated or cured human disease.
Mizkan Euro Ltd t/a Branston
- Not upheld
- Poster
- 13 May 2020
A poster ad for vinegar did not condone or encourage poor nutritional habits or an unhealthy lifestyle in children.

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

Not Guilty Food Co Ltd t/a The Skinny Food Co

Revival Drinks Ltd t/a Revival Shots

Chuckling Goat Ltd

Mizkan Euro Ltd t/a Branston

Help getting it right

Popular advice

Cannabidiol (CBD) containing products

Food: HFSS Nutrient Profiling

Food: Probiotic claims

Relevant codes

15 Food, food supplements and associated health or nutrition claims

13 Food, food supplements and associated health or nutrition claims