12 lines that break the UK ad rules in supplement and food ads – and what to write instead

The line: "Vitamin C boosts your immune system."

Why it breaks the rules: Authorised wording may be adapted, but it must keep the same meaning for consumers. CAP/ASA guidance gives the example that "supports the normal function of X" is not the same as "improves X". (CAP Code 15.1.1)

Write instead: "Vitamin C contributes to the normal function of the immune system". Condition: only for food that is at least a source of vitamin C, as defined for the "source of" nutrition claim.

Source: https://www.asa.org.uk/news/supplementary-advice-on-health-claims-in-ads-for-supplements.html

The line: "Nature's Ozempic", "no needle needed", "boosts your GLP-1".

Why it breaks the rules: The ASA has ruled that products presented as having a similar effect to prescription-only weight-loss injections make medicinal claims. That includes wordplay like "Faux-zempic", GLP-1 claims and craving claims. Even a hint can promote a prescription-only medicine. No medicine has to be named: the comparison is enough. (CAP Code 15.6.2, 12.12)

Write instead: Drop it. For weight loss, only one ingredient has an authorised claim: "Glucomannan in the context of an energy restricted diet contributes to weight loss". Conditions: only for food that contains 1 g of glucomannan per quantified portion; tell the consumer the effect is obtained with a daily intake of 3 g of glucomannan in three doses of 1 g each, together with 1–2 glasses of water, before meals and in the context of an energy-restricted diet; and give the choking warning the register requires.

Sources: https://www.asa.org.uk/news/calorie-controlled-compliance-food-supplements-and-weight-loss.html · https://www.asa.org.uk/rulings/simple-online-healthcare-ltd-a26-1342868-simple-online-healthcare-ltd.html

The line: "Doctor formulated", "doctor approved", "developed with a cardiologist".

Why it breaks the rules: Health claims must not refer to the recommendation of an individual health professional. That applies to any health professional, named or not, and also when the professional works for the company. (CAP Code 15.6.3)

Write instead: Drop the endorsement. The only exception is a recommendation from a health-related charity or a national representative body of medicine, nutrition or dietetics.

Source: https://www.asa.org.uk/news/trust-me-i-m-a-compliant-advertiser.html