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

Lyma Life Ltd
- Upheld
- VOD
- 22 September 2021
A pre-roll YouTube ad for a food supplement was banned for misleadingly claiming that it could reduce anxiety, stress, and treat other general and specific health issues.
Agriculture and Horticulture Development Board t/a AHDB
- Not upheld
- Social media (paid ad), Television, VOD
- 18 August 2021
We did not uphold complaints regarding ads encouraging meat consumption.
Mondelez Europe Services GmbH
- Not upheld
- Internet (website content), Social media (own site)
- 04 August 2021
An ad for a limited edition beer was not banned.
Pruvit Ventures Inc
- Upheld
- Website (own site), Social media (own site), Social media (influencer or affiliate ad)
- 07 July 2021
A website post, five Instagram posts and an Instagram Highlights reel for a health company were banned for making unauthorised health claims and for implying that food supplements could treat diseases.

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

Lyma Life Ltd

Agriculture and Horticulture Development Board t/a AHDB

Mondelez Europe Services GmbH

Pruvit Ventures Inc

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Relevant codes

15 Food, food supplements and associated health or nutrition claims

13 Food, food supplements and associated health or nutrition claims