The UK Advertising Standards Authority (ASA) has highlighted the importance of carefully wording menopause and PMS-related claims in food supplement advertising following a recent ruling against a women's supplement advertiser.
While food supplements may use certain wellbeing and hormonal support claims, including some "on hold" health claims permitted under Regulation (EC) No. 1924/2006, advertisers must avoid suggesting that a product can treat, prevent, or relieve medical conditions or symptoms.
In the case involving 222 Collective Group Ltd, the ASA found that claims such as "make periods lighter," "soften mood swings and anxiety," "reduce cravings and bloating," and "reduce menopausal or PMS symptoms" gave the overall impression that the product could treat menopause and PMS symptoms. As a result, the advertisement was considered to make medicinal claims and was found to be in breach of the CAP Code.
The ASA emphasized that advertisements are assessed based on their overall message rather than individual statements. Even where permitted health claims are used, the inclusion of medicinal-style wording can make the advertisement non-compliant.
Examples of lower-risk wording include:
"Helps support natural hormonal balance"
"Supports women during menopause"
"Helps maintain comfort before and during the menstrual cycle"
"Helps you feel calm and balanced"
Consumer News Region