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

Patisserie Valerie Production Ltd t/a Patisserie Valerie
- Not upheld
- Search (paid)
- 24 June 2026
Three paid-for Google search ads for Patisserie Valerie didn’t break the less healthy food rules as they were a small or medium sized enterprise and therefore were exempt from the restrictions.
The Clean Supps LLC t/a Inno Supps
- Upheld
- Social media (paid ad)
- 24 June 2026
Four paid-for Meta ads promoting supplements made claims that a food supplement could prevent, treat or cure human diseases or conditions, made unauthorised health claims and made claims that referred to a rate or amount of weight loss for food supplements. The ad also used ...
Amazon Europe Core Sarl t/a Amazon.co.uk
- Upheld
- Social media (paid ad)
- 10 June 2026
A paid-for Instagram ad for Amazon Fresh UK broke the rules by featuring an identifiable less healthy food product.
SnackVerse Ltd
- Upheld
- Website (own site)
- 20 May 2026
A webpage for a snack subscription box misleadingly implied their subscribers would receive a specific country-themed box but didn’t make clear this was subject to allocation conditions.

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

Patisserie Valerie Production Ltd t/a Patisserie Valerie

The Clean Supps LLC t/a Inno Supps

Amazon Europe Core Sarl t/a Amazon.co.uk

SnackVerse Ltd

Help getting it right

Popular advice

Less healthy food and drink: advertising guidance

Food: HFSS Media Placement

Multi-Level Marketing

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