Guides
UK ad rules, answered
Short, sourced answers for supplement, food and drink brands: how to check an ad against UK rules, the GB claims register, ASA sanctions and common claims.
How to check a supplement ad against UK rules
List every claim, match each health claim to the GB register, check its conditions of use, remove disease claims, then check the ad platform's own policy.
What the ASA does when a supplement ad breaks the rules
What happens when the ASA upholds a complaint about a supplement ad, the sanctions if an advertiser does not comply, and how to stay out of it.
How to use the GB nutrition and health claims register
What the GB nutrition and health claims register lists, how to find an authorised claim, check its conditions of use, and what catches brands out.
Can I say "boosts immunity" in a UK supplement ad?
Why CAP advises against "boosts immunity" in supplement ads, the authorised immune wording, what to write instead and the conditions to meet.
Not legal advice. Each guide links to its sources.