UK supplement firm flaunts banned claims

By Shane STARLING contact

- Last updated on GMT

The ASA wants a word with pH Health about its claim-making
The ASA wants a word with pH Health about its claim-making

Related tags: Blood

UK supplement firm pH Health is flaunting a ruling that found its health claims for calcium, chlorophyll and other supplements were baseless.

The UK Advertising Standards Authority (ASA) today said it was concerned by PH Health's “lack of response and apparent disregard for the [advertising] Code”.

The firm had not responded to ASA enquiries (nor ours) and continued to make barred claims on its website​ under the EU nutrition and health claims regulation (NHCR) today.

Water purification…and then some

One product – MMS2 (Calcium Hypochlorite powder) – claimed anecdotal evidence showed it delivered “numerous benefits” ​although it added: please be aware that we only suggest our products for the purpose of water purification, although there are many other purported benefits."

The ASA said the claims were “general”​ and not backed by specific claims as stipulated in the NHCR and therefor in breach of the ASA advertising code.

Concern about abuse of such anecdotal claims was one of the reasons the NHCR was established in 2007, after consumer groups and parliamentarians across the EU raised objections.

Another PH Health product - Alkazone pH Drops – was also censured for claims such as: "Flushes acidic wastes. Increases oxygen throughout your body. Improves blood condition. Increase hydration."

Barred claims on the pH website today

Other claims for another pH Health product called Liquid Chlorophyll were also banned. These included: "Supports circulatory health ... Promotes natural blood-cleansing functions of the body. Promotes strong immune response. Supports intestinal health. Strengthens cells. Deodorises the body, including the bowel".

The firm had not provided “evidence to demonstrate that these claims were authorised by the EU Register.”

The company was also making unauthorised probiotic claims. The ASA can recommend criminal prosecution if its rulings are not obeyed where fines and harsher penalties could result.

Unauthorised probiotic claims. The company could not be contacted

The full list of NHCR authorised and non-authorised health claims is here​.

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