A saffron supplement brand and ADHD professional have been called out by the UK advertising watchdog for unauthorized cognitive health claims on social media.
The Advertising Standards Authority (ASA) took issue with posts published by SaffPro and neurodiversity coach Chantelle Knight, CEO of NeurodiverseLIFE, who has a significant online following.
It reported a series of TikTok and Facebook posts by SaffPro that promoted its product as a natural alternative to prescription medication for attention deficit hyperactivity disorder (ADHD) and made several unauthorised health and medical claims.
According to the agency, one video featured Knight asking: “Why would we choose a nutraceutical over a pharmaceuticals?
She continued: “There are hundreds of thousands, if not millions of people out there who do not choose to put pharmaceutical drugs in their body; another reason for this is the incredible withdrawals and side effects that can come with them […] Bringing nutraceuticals to the discussion around physical and mental health is incredibly important.”
“…It is an exceptionally exciting time to see somebody starting to stand up and challenge what we are led to believe is the only way to manage our cognitive and emotional function.”
A voice-over at the end of a video, accompanied by images of SaffPro products, stated: “These powerful gummies and pops combine the best of nutrition and medicine, helping you stay strong, focused and energised every day. With our SaffPro products, your sleep will be at ease, increased mood stability, and it comes with powerful antioxidant.”
The ASA alleged multiple breaches of the CAP Code, including unauthorized medical and health claims, irresponsible messaging around mental health, and a lack of transparency about the commercial nature of the content from the influencer involved.
The ruling should act as a reminder for brands that the same rules apply in social media as elsewhere, Kristy Coleman, legal director at UK law firm Ashfords, told NutraIngredients.
“As demand grows for cognitive and mental wellness products, especially those positioned as ‘natural’ alternatives to traditional medicines, regulators are increasingly alert to unsubstantiated claims and potential consumer harm,” she said.
SaffPro did not respond to the ASA’s enquiries. Knight said she was willing to make any necessary changes to her posts to ensure compliance with the CAP Code.
Knight told NI her posts were not intended as adverts; she was simply sharing her experience with saffron as a supplement.
“I spoke about numerous studies and academic articles all critically appraised, evidence based studies on the impact of saffron for ADHD, and my lived experience, sharing my preferred supplier, the neuroscience behind the benefits.”
The coach, with post graduate degrees in both Clinical Psychiatry and Neuroscience, added that she has now removed the posts and chalked the mistake up to simple “ADHD social media naivety”.
Online misinformation
Coleman said the decision highlights the continued regulatory focus on supplements marketed for cognitive health and mental wellbeing, especially when targeting potentially vulnerable consumers.
“This ruling aligns with recent ASA enforcement trends, particularly around nootropics, adaptogens, and other cognitive-support supplements that are frequently marketed with ambiguous or unsubstantiated claims.”
She added: “This case reinforces the need for robust internal review processes, legally sound claims strategies, and responsible partnerships with influencers and affiliate marketers. As the UK market continues to evolve, trust and compliance will be key to long-term success.”
An important dimension to this ruling is the ASA’s criticism of the lack of adequate commercial disclosure. The influencer’s posts failed to include a clear, prominent label (such as “#ad” or equivalent) that would allow consumers to immediately recognize the content as a paid marketing communication.
“ASA and CMA guidance states that brands and influencers share responsibility for transparency,” said Coleman, “and that brands must actively ensure that third-party communications about their products comply with UK advertising law.”
She observed the ASA held both the brand and the influencer jointly responsible, adding: “This ruling reinforces that editorial control and commercial interest trigger full accountability under the CAP Code, regardless of who drafted the content.”
“An emphasis on individual experiences over accepted wisdom is problematic.”
Luca Bucchini, food law expert
Luca Bucchini, food law expert and managing director of Hylobates Consulting, argued that unauthorized claims made on social media could be considered more harmful than those made elsewhere.
“Most people in the younger generations rely on TikTok and other social media as their source of information and education around health and nutrition,” he told NI.
“The idea that nutraceuticals beat drugs at curing diseases like ADHD is even more appealing in the minds of social media users because it challenges the status quo, and makes them feel they know more than the average person.
“And an emphasis on individual experiences over accepted wisdom is problematic unless informed from the understanding of what the placebo effect is.
He continued: “Overall, this massive shift and increase in the sources of nutritional information and education is probably one of the greatest challenges for the nutraceutical industry.”
Bucchini noted his concern over the lack of authority the ASA has in cases such as this.
“It’s great that ASA is looking at this ads, but the company has not even responded: if ASA does not find a way to have an impact on the advertisers, its rulings become ever less relevant.”
