The Advertising Standards Authority has upheld rulings against two supplement companies after they claimed their products could treat symptoms of menopause.
A Facebook ad for the first company stated, “It’s the most comprehensive menopause support supplement that’s out there, it also works for perimenopause, it also works for post-menopause,” before listing a set of menopause symptoms which could be addressed. Indeed, the second advert stated that its product, “Reduces bloating and fluid retention in 1 to 3 days; Eliminates hot flashes [sic] in as little as 4 to 7 days; Induces deep, uninterrupted sleep in 5 to 7 days; Starts shifting hormonal weight in 15 to 30 days.”
In both cases, the ASA’s AI Active Ad Monitoring system challenged whether the ads stated and implied claims that the supplements, could help to prevent, treat or cure the symptoms of the menopause and perimenopause. The CAP Code states that claims which imply that a food could prevent, treat or cure human disease are prohibited.
In response, the first company said its advertisement did not use the words ‘treat’, ‘cure’ or ‘prevent’ in relation to symptoms of menopause or perimenopause, and were listing the product’s ingredients as beneficial for general health and wellbeing. The second company declined to comment.
The ASA concluded that neither advert should appear in the same format again, and that any future advertising should only make health claims which comply with GB Register conditions.
