Food, drink and supplements

Helpful information on how to advertise Food, Drink and Supplements in line with the advertising rules, and examples of previous Advertising Standards Authority rulings in this area.

The advertising of food, drink and supplements has come under scrutiny for a variety of reasons, such as concerns around promoting the consumption of unhealthy foods or making dubious nutritional claims. To protect consumers, especially children, and prevent them from being misled, we have strict rules in place for the advertising of food, drink and supplements.

When it comes to children, the emphasis is on advertisers creating responsible ads and the rules make clear they should not promote poor nutritional habits or unhealthy lifestyles. Advertisers are not allowed to use licensed characters in food and drink ads targeted at children, nor can they feature sales promotions in content targeted at this audience. We have also previously banned ads that exploit children’s vulnerability by suggesting they would be inferior if they did not eat or buy the product being advertised, and ads that have encouraged “pester power”.

Another key aspect of advertising food, drink and supplements is the promotion of the product’s health benefits. Advertisers are, of course, entitled to bring to the public’s attention the nutritional worth of their products but the rules in place are tough. The Advertising Codes reflect wide-reaching EU legislation and advertisers must hold evidence for authorised health claims as required by an EU Register. Claims that state or imply a food, drink or supplement prevents, treats or cures human disease are not permitted under any circumstances. Reduction of disease claims are allowed but only if they appear on the EU Register and only if they are presented clearly without exaggeration.

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Latest rulings

Vivostore Ltd t/a Vivo Life
- Upheld
- Social media (own site)
- 18 December 2024
Two TikTok ads stated that a food supplement could treat vitamin B12 deficiency or its symptoms, irresponsibly encouraged people to stop taking medically prescribed vitamin B12 injections and made unauthorised specific health claims.
Supreme CBD Ltd t/a Supreme CBD
- Upheld
- 13 November 2024
A post on Anthony Fowler’s X account made unauthorised health claims about CBD.
Just Eat.co.uk Ltd
- Upheld
- 23 October 2024
A webpage and an email promotion for Just Eat didn't include all significant conditions of the promotion and caused unnecessary disappointment to participants.
Sainsbury's Supermarkets Ltd t/a Sainsbury's
- Upheld
- 16 October 2024
An Instagram story posted by Kayleigh Johnson linked to a product listing on Sainsbury’s website which had the effect of marketing infant formula to the general public, which is prohibited under the Code, while affiliate links were not obviously identifiable as ads.

View all rulings

Food, drink and supplements

Helpful information on how to advertise Food, Drink and Supplements in line with the advertising rules, and examples of previous Advertising Standards Authority rulings in this area.

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Latest rulings

Vivostore Ltd t/a Vivo Life

Supreme CBD Ltd t/a Supreme CBD

Just Eat.co.uk Ltd

Sainsbury's Supermarkets Ltd t/a Sainsbury's

Help getting it right

Popular advice

Food: HFSS Media Placement

Food: Health claims

Consultation on restrictions on ads for "less healthy" foods

Relevant codes

12 Weight control and slimming

13 Weight control and slimming

13 Food, food supplements and associated health or nutrition claims

15 Food, food supplements and associated health or nutrition claims