SUBSCRIBE

Breaking News on Supplements, Health & Nutrition - Europe US edition | APAC edition

News > Suppliers

Read more breaking news

 

 

Tired of being tired? ASA rejects iron health claim complaint

By Annie-Rose Harrison-Dunn , 05-Mar-2014
Last updated on 05-Mar-2014 at 14:20 GMT2014-03-05T14:20:33Z

ASA has received complaints over the advertisement of an iron supplement reading:
ASA has received complaints over the advertisement of an iron supplement reading: "TIRED OF BEING TIRED? ... Floradix with iron to help reduce tiredness and fatigue."

The UK’s Advertising Standards Agency (ASA) has rejected complaints that an advert for a liquid iron and vitamin formula purporting to “help reduce tiredness and fatigue" violates EU health claims regulation.

ASA received complaints about a poster for the Floradix liquid iron and vitamin formula from Bavarian company, Salus, which stated: "TIRED OF BEING TIRED? ... Floradix with iron to help reduce tiredness and fatigue."

The complainant challenged whether the claim "... with iron to help reduce tiredness and fatigue" was an authorised health claim in the EU Register and if the "TIRED OF BEING TIRED?" statement was a general health claim accompanied by a specific authorised health claim as required.

However, ASA said it considered the advertisement's question related to general health and well-being, without specifically referencing the substance which suggested that general benefit, and that the second part of the statement was an acceptable adaptation of an approved EU health claim.

What are you claiming?

ASA said Salus asserted that the advert’s question was not a health claim. In its ruling, ASA said: “Although we noted the claim was phrased as a query, and framed as a negative, we considered that in the context of the ad as a whole, consumers would interpret it to mean that the product would be 'good for tiredness'.”

It said the question was a general health claim which fell within the remits of its advertising code allowing references to general, non-specific health benefits, but only if those claims were accompanied by an authorised health claim.

ASA said it saw the second part of the advertisement ("with iron to help reduce tiredness and fatigue") as an acceptable adaptation of the authorised health claim

"iron contributes to the reduction of tiredness and fatigue".

ASA said marketers could exercise “some flexibility” in rewording authorised claims providing the meaning was maintained and presented clearly and it did not exaggerate the originally agreed statement.

“We noted that the Department of Health's guidance referenced by Salus warned that when adapting the wording of an authorised claim, advertisers should take care not to make the claim 'stronger' than the authorised claim,” ASA said.

Therefore the agency said the first part of the statement (“Tired of being tired?”) coupled with this specific authorised health claim was admissible.

It said it understood that the product met and exceeded the minimum conditions of use for iron required to bear this claim. 

Related products

Live Supplier Webinars

Polyphenols tipped to become the way to innovate in Sports Nutrition
Fytexia
Alpha & Omega in Sports Nutrition – Using Omega 3’s and A-GPC to improve performance and recovery.
KD Pharma
Orally bioavailable standardized botanical derivatives in sport nutrition: special focus on recovery in post-intense physical activities
Indena
Collagen in motion: move freely and keep your injuries in check
Leading manufacturer of gelatine and collagen peptides
Life’s too short for slow proteins. Whey proteins hydrolysates: Fast delivery for enhanced performance
Arla Foods Ingredients
What it Takes to Compete and Win in Today’s Sports Nutrition Market
Capsugel
Sports Nutrition Snapshot: Key regional drivers and delivery format innovations
William Reed Business Media
Gutsy performance: How can microbiome modulation help athletes and weekend warriors
William Reed Business Media
Pushing the boundaries: Where’s the line between ‘cutting edge nutrition’ and doping
William Reed Business Media

On demand Supplier Webinars

High-amylose maize starch may reduce the risk of type 2 diabetes: what does this qualified health claim mean?
Ingredion
Balancing Innovation and Risk in Sports Nutrition Ingredients
NSF-International
Explaining bio-hacking: is there a marketing opportunity for food companies?
William Reed Business Media
Personalized Nutrition – how an industry can take part in shaping the future of Nutrition
BASF Nutrition & Health
Find out Nutritional and ingredient lifecycle solutions and strategies!
Roquette
Is the time rIpe for I-nutrition?
William Reed Business Media
The Advantage of Outsourcing Fermentation-based Manufacturing Processes
Evonik Health Care
All supplier webinars