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

Simmer Ltd
- Upheld
- Social media (paid ad)
- 17 September 2025
A paid-for TikTok ad for a meal prep service misleadingly implied that their menu was curated by chefs who had been awarded a Michelin star.
Dr Vegan Ltd
- Upheld
- Social media (own site)
- 10 September 2025
An Instagram post for Dr Vegan Ltd claimed that a food supplement could prevent, treat or cure symptoms of the menopause and made medicinal claims for products that weren’t authorised by the Medicines and Healthcare Regulatory Agency.
BetterVits LLC
- Upheld
- Social media (own site)
- 03 September 2025
An Instagram post by the influencer Doctor Shireen made unauthorised health claims in relation to food supplements, exaggerated authorised health claims and made health claims that referred to the recommendation of an individual health professional, which is against the rules in ads for food supplements.
Domino's Pizza UK & Ireland Ltd
- Upheld
- Social media (paid ad)
- 27 August 2025
A paid-for YouTube ad for a HFSS product wasn’t appropriately targeted and appeared in media that was likely to appeal to under-16s.

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

Simmer Ltd

Dr Vegan Ltd

BetterVits LLC

Domino's Pizza UK & Ireland Ltd

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Relevant codes

13 Weight control and slimming

15 Food, food supplements and associated health or nutrition claims

13 Food, food supplements and associated health or nutrition claims

12 Weight control and slimming