Search

02 Recognition of marketing communications

• Non-broadcast code

"advertisement feature". Other sections of the Code contain product-specific or audience-specific

06 Privacy

• Broadcast code

family life, home and correspondence. Advertisements featuring an individual should not imply that

Complaints FAQ

• Webpage

in exchange for payment. These are often referred to as ‘advertisement features’. We

32 Scheduling

• Broadcast code

. Advertisements featuring a candidate for a parliamentary by-election or a local authority election … a local by-election) has been called, no advertisement featuring a UK politician may be shown in an … minimise any risk of confusion between the two, advertisements featuring a well-known personality or

Purolabs Nutrition Ltd t/a Purolabs

• Ruling
• Upheld
• 27 July 2022

that stated “ADVERTISING FEATURE” at the top of the page. Each page featured information about the supplement type referred to in the search ads, including advice on how to choose between the range of products on the market and discussion of factors such as formulation, efficacy, potency, price and customer service. Above a heading that stated “Our five best [supplement type referred to in search ad] picks”, each page listed 5 supplement products from different brands. Sections titled “What we like” and “What we don’t like” listed pros and cons of the featured products in bullet points. Another section titled “The Bottom Line” evaluated and explained Wellness Explorer’s assessment of the product. Each page displayed a Purolabs product in the list’s number one spot. Various advantages of the Purolabs products were listed that related to factors including their formulation, efficacy potency, manufacturing process, online reviews and the brand’s customer service. The disadvantages listed were that the products were “regularly out of stock” and exclusively available online. A link that stated “Learn More >>” directed website visitors to the homepage of the PuroLabs website. Just above that link, the page for collagen supplements featured small text that stated “This website has a direct monetary connection with Purolabs and receives financial compensation when you buy using our links. Rankings may be affected by the relationship we have with product manufacturers and we do not review all products in each category”. In the same position, the page for vitamin B complex instead featured text that stated “Results are based on the Wellness Explorer Rating System and do not necessarily reflect typical results from the use of these products”. The pages’ footer included small text that stated “This site is an advertisement and does not review and rate all products in every category. This website is funded and operated by Purolabs who have an ownership interest in certain products featured on this website”. Text that stated “DISCLOSURE” on the pages’ footer linked website visitors to a page titled “Advertising Disclaimer” with text that stated “Wellness Explorer is a review and comparison website for health and wellness […] Wellness Explorer and its owners have a compensatory or proprietary relationship with some product manufacturers featured on this website. This compensation or ownership interest may affect how and where products appear on the site, including the order in which they appear”.

make the website’s commercial intent clear, including the “ADVERTISING FEATURE” label

13 Food, food supplements and associated health or nutrition claims

• Broadcast code

. Advertisements featuring a promotional offer linked to a food product of interest to children must avoid … merits, with the offer as an added incentive. Advertisements featuring a promotional offer should