The Advertising Standards Authority (ASA) is using its powerful AI-based ad monitoring system to proactively search out supplements brands that are breaking rules on health claims. 

Last week the ASA issued rulings against six brands who it said had used unpermitted claims that their products could treat, or reduce the symptoms, of anxiety. The Authority said the claims, made in social media posts earlier this year, breached the Cap code and must not be used again. 

Four of the supplements being promoted were functional mushroom products, one was an ashwaghanda-based supplement and the other a vitamin and mineral formulation. 

The ASA says its Active Ad Monitoring system enables it to process over three million online ads a month. A spokesperson told The Grocer: “Recently we’ve turned that tool towards claims with supplements”. The AI-based system has already been used to monitor claims by supplement brands to treat ADHD and menopause. 

All of the brands affected by this month’s rulings were told not make claims that a food or food supplement could prevent, treat or cure human disease – whether directly or associatively. They were also told to ensure any specific health claims were authorised on the GB Register and complied with the conditions of use for those claims, and that any general health claims were accompanied by a relevant authorised specific health claim.

Photo by Supliful – Supplements On Demand on Unsplash