A recent advert for the food supplement company Huel has been banned by the Advertising Standards Authority (ASA) due to unsubstantiated health claims and cost comparisons with fruits and vegetables. The ad, which featured company founder Julian Hearn claiming that Huel’s product was equivalent to greens but substantially cheaper, was found to be misleading.
The ASA investigated the ad after a complaint, highlighting concerns over the comparison and cost claims. Huel acknowledged that the ad was edited incorrectly, leading to the misleading impression that the comparison was with fresh green vegetables. The ASA ruled that the claims of being “substantially cheaper” than greens could not be substantiated.
According to advertising regulations, only authorised nutrition claims can be used in adverts. The ASA stressed that health claims for food and food supplements must be authorised by a regulator and presented clearly without exaggeration. As a result, the ad for Huel has been banned from appearing again.
This is not the first time Huel has faced an advertisement ban. In a separate incident last month, an ad featuring Dragons’ Den star Steven Bartlett, who endorsed the product, failed to disclose their commercial relationship. Similarly, a previous Huel advert in February 2023 suggested cost savings on food bills without providing transparent information.
The ASA’s actions serve to uphold advertising standards and ensure consumers are not misled by unsubstantiated health claims or cost comparisons. Huel has been urged to adhere to regulations and provide accurate information in their future adverts to avoid further bans.