Who: The Committee of Advertising Practice (CAP) and Advertising Standards Authority (ASA)
Where: United Kingdom
When: 24 July 2025
Law stated as at: 21 August 2025
What happened:
CAP has published an important reminder to advertisers and influencers that health claims for foods are only permitted if they are authorised on the Great Britain Nutrition and Health Claims (GB NHC) Register.
The guidance also reminds readers that the UK Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP Code) bans ads that make health claims for foods by referring to the recommendation of an individual health professional or someone presenting themselves as one.
When making health claims, marketers must ensure that they only use authorised health claims (or wording with the same meaning to consumers) (CAP Code 15.1.1). Claims that a food prevents, treats or cures human disease are prohibited, while reduction-of-disease-risk claims are allowed only if specifically authorised (CAP Code 15.6.2).
Influencers, both those that are qualified health professionals or use health-adjacent titles (for example, “nutrition coach”, “gut health expert”), as well as those influencers who are not health professionals, must not include health claims or endorse a product in a way that breaches the CAP Code.
Recent ASA rulings exemplify that action will be taken against those adverts, and against influencers who make such claims, where the claims are not authorised on the GB NHC Register and are made in a way which breaches the CAP Code:
- Not all influencers are health professionals. The ASA upheld a complaint on 3 April 2024 in a ruling against Not Guilty Food Co Ltd in relation to Katie Price’s social media post making claims about the company’s products for weight loss. The post was found to be misleading because the claims were not on the GB NHC Register.
- Health claims for food must be specifically authorised. In July 2025, the ASA ruled that the advertiser’s phrases “crafted for calm”, “help you feel calm”, and wording about ingredients promoting feelings of calm implied that the ingredients had specific beneficial health effects. They were therefore health claims, but lacked authorisation.
- “On hold” claims. Marketers can use the wording “on hold” with health claims under consideration but not yet authorised, but they cannot be exaggerated. The ASA’s 11 May 2022 ruling against ARSJ Holding Ltd found that claims such as “enhances cognition, mental endurance and mood” overstated the scope of the relevant “on hold” health claim.
The practical message to take away from this is: do not state or imply unauthorised health claims; do not use or allude to health professional recommendations for foods; and seek advice if in doubt.
Why this matters:
The ASA continues to enforce strictly against unauthorised health claims and endorsements by health professionals. Brands, agencies and influencers should audit copy and influencer briefs against the GB NHC Register, avoid disease-related claims and ensure any “on hold” wording does not exaggerate. Non-compliance risks rulings, takedowns and reputational harm.
