The Advertising Standards Authority (ASA) has released rulings on multiple slimming and supplement adverts.
In August, the ASA upheld five rulings against companies for making unauthorised claims involving GLP-1 production and comparisons with prescription weight-loss drugs. These cases, identified through the ASA’s AI-powered Active Ad Monitoring system, form part of a broader investigation into online food supplement advertising.
In February 2025, supplement company Arrae was among the brands cited in the rulings. Two paid Meta ads for its product described it as an “all-natural Faux-Zempic” and claimed it could reduce body fat, boost metabolism, curb cravings and regulate blood sugar and cholesterol. One video featured testimonials praising weight loss results and appetite suppression, including the claim “It helped quiet food noise for me.”
Isabel Dharmasiri, media relations officer at the ASA, commented, “These rulings make clear that ads must not make unauthorised health, medical or weight-loss claims. Ads can’t claim or imply that a food supplement can impact GLP-1 production or provide other effects associated with prescription-only weight loss medicines.”
Aesthetics reached out to Arrae for a comment but received no response.