"Lose 4 stone in 15 days" and "prevents menopause symptoms" both sound like ordinary supplement marketing. Both have been formally banned by the ASA — and the rules explain exactly why.
The two rules that matter most
The Advertising Standards Authority enforces the CAP Code, which contains two rules that come up constantly in supplement advertising cases. Rule 15.6.2 prohibits claims that state or imply a food or supplement can prevent, treat, or cure human disease — such claims can only legally be made for medicines licensed by the MHRA. Rule 15.6.6 separately prohibits health claims that refer to a specific rate or amount of weight loss for a food or food supplement, regardless of whether the claim is true.
The claims register that decides what's allowed
Beyond those two rules, any health claim made for a food or supplement in the UK must be authorised on the Great Britain Nutrition and Health Claims (NHC) Register. If a claim — including a product name that implies a health benefit — isn't on that register, using it in advertising breaches the CAP Code, regardless of whether the underlying science is genuinely promising.
Real rulings worth knowing about
- Six ads by influencer Grace Beverley were banned in a rule described as "precedent setting," over claims a menopause supplement could prevent, treat, or cure menopause symptoms, plus unauthorised claims about immunity, bone health, heart health, and cognitive function
- An ad for the "FIGUR" supplement app claiming "LOSE 4 STONE IN 15 DAYS" was ruled in breach of Rule 15.6.6 for citing a specific weight-loss figure, and also breached the Code's general responsibility rule
- A 2024 ruling against an Instagram post by Katie Price upheld a complaint that the post implied The Skinny Food Co's products would cause weight loss without an authorised claim
- Ovira UK's "Curb Crave" supplement ads were ruled non-compliant for promoting appetite suppression and fat-burning benefits without authorisation — even the product name itself was treated as an unauthorised implied health claim
Why the online rules are the same as offline
A key principle regulators emphasize: anything forbidden in a printed ad or in-store claim is equally forbidden in a TikTok video, an Instagram post, or a paid social ad. Brand owners promoting their own products, and influencers promoting products on a brand's behalf, are both expected to comply — "it's just social media" isn't a defense.
What happens if a brand ignores a ruling
Most advertisers comply once the ASA rules against them, largely for reputational reasons. For persistent non-compliance, the ASA can refer a case to other enforcement bodies such as Trading Standards, which has stronger legal powers including potential fines, court orders, and in serious cases criminal prosecution.
What this means practically
- Any supplement ad naming a specific weight-loss amount or timeframe has almost certainly breached the CAP Code, however plausible it sounds.
- A claim to prevent, treat, or cure a named condition — including menopause symptoms — is treated the same as a disease claim, regardless of the product category.
- A product name itself can count as an implied health claim if it suggests a specific benefit, as seen in the Ovira ruling.
- Online ads and influencer content follow exactly the same rules as traditional advertising — there's no separate, looser standard for social media.
Sources
- ASA/CAP — Guidance on health claims for influencers and health professionals: asa.org.uk
- Marketing Week — ASA crackdown on menopause supplement health claims: marketingweek.com
- CMS Law — Analysis of the FIGUR weight-loss claim ruling: cms.law
Related Kibbo Tools
- Supplement Claim & Marketing Red Flags Checklist — spot the exact claim types the ASA prohibits before you buy.
- Official Health Claim Database — check whether a specific claim is actually authorised.