Background
Problem Food Claims: Ltmlss Torbay Ltd t/a Limitless Blends breaks the UK advertising rules by making unauthorised health claims on its website https://limitlessblends.co/
Section 15 of the CAP Code states that only health claims listed as “authorised” on the GB Register of Nutrition and Health claims are permitted in marketing communications. In order to comply, an advertiser needs to show that the specific health claims for each of their advertised products are listed as authorised on the GB Register and that the authorised claims relate to the relevant ingredient/s in the product. Similarly, any claim that states or implies that a food has particular beneficial nutritional properties because of its ingredients must comply with the criteria set out in the Annex to the GB Register.
The website https://limitlessblends.co/ makes a number of unauthorised health claims both in relation to an advertised product and its listed ingredients. These include that their mushroom blend product “supports stress reduction”, “reduces inflammation”, is “designed to sharpen your focus” and “enhance energy”. The product itself and ingredients contained within it are not listed on the GB Register as authorised for the claimed effects, and as such, amount to unauthorised health claims.
Further, section 15 of the CAP Code states that claims to prevent, treat or cure human disease are prohibited in marketing communications for food products.
The Limitless Blends website also contains claims that one of its advertised products can prevent, treat or cure stress and anxiety.
The CAP Compliance team contacted Lmtlss Torbay Ltd but, in the absence of an assurance to amend their website, took the decision on 8 January 2025 to place their company details on this section of the ASA website. These details shall remain in place until such time as Lmtlss Torbay Ltd has appropriately amended https://limitlessblends.co/ to comply with the CAP Code.
