Ad description
A paid-for TikTok post for soup company Take Stock Foods, seen on 7 May 2022, featured a man drinking from a mug. Superimposed text stated “Drinking my daily bone broth from Take Stock because it cures my Acne”.
Issue
The complainant challenged whether the claim “it cures my Acne” stated or implied that a food prevented, treated or cured human disease, which was prohibited by the Code.Response
Take Stock Foods Ltd said the video was part of a series where they asked consumers to make videos stating their reasons for consuming the featured product. They confirmed that the video had been removed from TikTok and other advertising platforms, and that they were no longer working with the agency that produced the campaign. They had started an internal project to review the CAP Code and CAP Guidance to ensure future compliance.Assessment
Upheld
The CAP Code prohibited claims that stated or implied that a food could prevent, treat or cure human disease.
The ASA considered that consumers would understand the claim “it cures my Acne” to mean that the soup could treat or cure acne. While we welcomed Take Stock Foods’ assurance that the ad had been removed, because at the time the ad appeared it had made a claim that a food could prevent, treat or cure disease, we therefore concluded that it breached the Code.
The ad breached CAP Code (Edition 12) rules 15.6 15.6 These are not acceptable in marketing communications for products within the remit of this section: and 15.6.2 15.6.2 Claims that state or imply a food prevents, treats or cures human disease. Reduction-of disease-risk claims are acceptable if authorised on the applicable register. (Food, food supplements and associated health or nutrition claims).
Action
The ad must not appear again in the form complained of. We told Take Stock Foods Ltd not to state or imply that their food products could prevent, treat or cure human disease.
