ASA ruling bans claims made for multi-nutrient joint supplement

By Will Chu

- Last updated on GMT

©iStock/
©iStock/

Related tags: Asa, Health Solutions Ltd, Joint Plus

The Advertising Standards Authority (ASA) has ordered a nutrition firm not to state or imply its food supplements could prevent, treat or cure human disease after its ad used unauthorised health claims.

In its ruling​, ASA rebuked Health Solutions Ltd and its leaflet, which promoted its Joint Plus supplement and alleged ability to relieve pain and reduce inflammation amongst other claims.

The leaflet also included claims about an ingredient called Desmosine, which the firm said was a “virtually unknown amino acid responsible for helping with the elasticity of joint tissues.”

In the firm’s defence, Health Solutions Ltd stated the leaflets had not been mailed in the UK for some time due to poor market conditions, though they intended to distribute similar marketing communications in the future.

ASA added that Health Solutions Ltd did not provide a substantive response to the complaint.

The issue centred on these claims that also included information on isodesmosine, a lysin derivative found in elastin and Growth B factor, which the leaflet said could helps with cell regeneration and joint pain immunity.

In describing the nutrients contained in Joint Plus, further text stated, “Turmeric is one of the most potent natural anti-inflammatories available,” ​and “Ginger has been used to treat conditions including: nausea, heartburn and arthritic pain.”

Devil’s claw

Similar text included, “Devil’s claw has been used internationally for centuries to help relieve muscle pain (myalgia), back pain, tendonitis, joint pain and headache pain,” ​and “Boswellia inhibits the formation of prostaglandins which cause inflammation.”

White Willow, another nutrient was described as “providing COX inhibition, which reduces pain and inflammation in your joints. It appears to be much safer than aspirin.”

ASA upheld the single complaint saying that claims which stated or implied a food could prevent, treat or cure human disease were prohibited in The CAP Code.

“The claims that a food supplement could relieve pain due to inflammation, pinched nerves, cramps, stiff joints, muscle tightness, sore bones, heartburn, nausea, arthritis, tendonitis, headaches and sciatica, as well as the claims for turmeric, Devil’s claw and Growth B factor were claims to prevent, treat or cure human disease.

“Because the ad claimed that the product prevented, treated or cured human disease, which was prohibited under the Code, we concluded that it breached the Code,”​ ASA stated.

Regarding claims for Desmosine and Growth Factor B, ASA said that they had not seen any evidence which demonstrated that those claims were authorised on the Register.

They also had not seen any proof that Health Solution Ltd’s product met the conditions of use associated with any authorised claims.

Because the ad made specific health claims that were not authorised on the Register, ASA concluded the ad breached the Code.

Boswellia and White Willow

ASA also considered the claims “Boswellia inhibits the formation of prostaglandins which cause inflammation”​ and “White Willow provides COX inhibition, which reduces pain and inflammation in your joints”​ were likely to be interpreted as reduction of disease risk claims.

“However, these claims did not appear on the Register and we had not received any supporting evidence which explained the basis on which the claims were made.

“Because the ad made reduction of disease risk claims which did not appear on the Register, we concluded the ad breached the Code,” ​ASA concluded.

The Authority ordered the firm to ensure the ad did not appear again in the form complained about.

“We told Health Solutions Ltd to ensure that their future ads did not state or imply that their food supplements could prevent, treat or cure human disease.

“We also told them not to make reduction of disease risk claims that did not appear on the EU Register, and to ensure that any specific health claims made in their future advertising were authorised on the EU Register and met the associated conditions of use. We referred the matter to CAP’s Compliance team.”

Related news

Show more

Related products

show more

Children’s Bones Need Vitamins K2 & D3

Children’s Bones Need Vitamins K2 & D3

NattoPharma – Gnosis by Lesaffre | 27-Sep-2021 | Data Sheet

Childhood is a crucial period for developing healthy bone mass. However, research shows children have 8-10x higher levels of inactive osteocalcin, which...

Reach Consumers with Fruit & Vegetable Powders

Reach Consumers with Fruit & Vegetable Powders

vaneeghen | 08-Sep-2021 | Technical / White Paper

Are you looking to create products that appeal to today’s plant-forward consumers? The plant-based revolution continues to captivate the market as consumers...

Turmacin®: Clean Label & Clinically Tested Turmeric

Turmacin®: Clean Label & Clinically Tested Turmeric

Natural Remedies Private Limited | 01-Sep-2021 | Product Presentation

Turmacin® is a clean label project-certified, clinically tested, and clinically safe turmeric extract. Turmacin® is rich in Turmerosaccharides® and doesn't...

How to Enter UK’s £690M CBD Market

How to Enter UK’s £690M CBD Market

The Association for the Cannabinoid Industry | 18-Jun-2021 | Technical / White Paper

The UK has the world’s most developed regulatory framework for legal cannabinoids, such as CBD and CBG. With a 2021 market estimated to be worth £690 million...

Related suppliers

Follow us

Products

View more

Webinars