CAP Code section 15 explained
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Short answer. Section 15 of the CAP Code covers ads for food, drink and food supplements. In short: nutrition and health claims must be on the applicable register and you must meet their conditions of use; general health claims need an authorised specific claim next to them; and you must never claim a food prevents, treats or cures disease. It also has rules for supplements, children and less healthy (HFSS) food.
The rules that matter most for supplement brands
| Rule | In plain words |
|---|---|
| 15.1 | Hold documentary evidence that each nutrition or health claim meets its conditions of use. Claims must be clear and not exaggerated. |
| 15.1.1 | Only nutrition claims on the applicable register. Health claims must be authorised there, or mean the same to consumers. |
| 15.2 | A general claim about overall health or well-being needs an authorised specific claim next to it. |
| 15.6.1 | Don't say health could suffer from not eating the food. |
| 15.6.2 | Don't claim the food prevents, treats or cures disease. Disease risk reduction claims only if authorised. |
| 15.6.3 | No health claims based on an individual health professional's recommendation. Endorsements only from health charities or national bodies in medicine, nutrition or dietetics. |
| 15.6.4 | Don't refer to changes in bodily functions in a way that could cause or exploit fear. |
| 15.6.6 | No health claims about the rate or amount of weight loss. |
| 15.7 | Supplement claims must be authorised (15.1.1) and backed by evidence for the conditions of use. |
| 15.8 | Don't imply a balanced diet can't provide enough nutrients, or suggest a widespread deficiency without proof. |
| 15.9 | Food ads must not claim to treat a clinical vitamin or mineral deficiency. |
The rest of section 15 covers comparisons (15.3), excessive consumption (15.4), oral health (15.5), infant formula (15.10), children (15.11–15.17) and paid online ads for less healthy food (15.19–15.20). The numbering changed on 5 January 2026, when 15.18 moved to 15.20.
What "applicable register" means
For ads in Great Britain it is the GB NHC register. For Northern Ireland it is the EU register. A UK-wide ad may need to work under both.
Sources
Sources checked 1 November 2026.
Not legal advice. Last updated: 4 November 2026.