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

Reform Technologies Ltd t/a Reformed
- Upheld
- Social media (paid ad)
- 30 July 2025
A paid-for Pinterest ad for a matcha drink was socially irresponsible, including by encouraging irresponsible dietary habits.
Viridian International Ltd t/a Viridian
- Upheld
- Magazine (paid ad), Website (own site)
- 30 July 2025
A website and magazine ad made unsubstantiated claims that a supplement didn't contain any ultra-processed ingredients and also discredited and denigrated other nutritional supplements.
Trip Drink Ltd
- Upheld
- Website (own site)
- 16 July 2025
A website for TRIP drinks, made unauthorised claims that the drink could prevent, cure or treat human disease. As well as unauthorised nutrition and health claims.
GoBrands Euro Intermediate Holdings SARL t/a gopuff
- Upheld in part
- Website (own site)
- 09 July 2025
A website for a Grocery delivery service which was promoting an ‘Aldi Price Match’ implied that all non-optional fees were included in the price match when this wasn’t the case, but didn’t present pricing information in a misleading way.

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

Influencers and health professionals: Cut the waffle when it comes to health claims in food ads.

Top tips on targeting and placement

Get the Green Light: four must do’s for sustainability claims

Media restrictions on advertisements for “less healthy” food and drink products: consultation update

Cat-egory: Animals in advertising

Avoid getting your reputation scrambled this Easter

Latest rulings

Reform Technologies Ltd t/a Reformed

Viridian International Ltd t/a Viridian

Trip Drink Ltd

GoBrands Euro Intermediate Holdings SARL t/a gopuff

Help getting it right

Popular advice

Food: HFSS Media Placement

Multi-Level Marketing

Further consultation on the implementation of new rules on ads for "less healthy" food and drink products

Relevant codes

13 Food, food supplements and associated health or nutrition claims

15 Food, food supplements and associated health or nutrition claims

12 Weight control and slimming

13 Weight control and slimming