An advertisement for food supplement company Huel has been banned by the Advertising Standards Authority (ASA) due to unsubstantiated claims about the product’s health benefits and cost in comparison to fruits and vegetables. The ad, endorsed by Dragons’ Den star Steven Bartlett, featured company founder Julian Hearn suggesting that Huel’s product could provide similar health benefits to consuming greens but at a significantly lower cost. The ASA received a complaint about this comparison and the claim that Huel was “substantially cheaper” than an equivalent portion of greens.
Following an investigation, the ASA ruled that the ad breached guidelines as it did not provide evidence to support the cost comparison between Huel and green vegetables. The ad also failed to disclose the commercial relationship with Steven Bartlett. Huel acknowledged the error in the ad and stated that steps were being taken to prevent such inaccuracies in the future. The ASA emphasised that all health claims for food supplements must be authorised and presented clearly without exaggeration.
The watchdog clarified that customers would likely interpret “eat your greens” as a reference to vegetables and that Huel’s comparison was misleading without supporting evidence. The ASA concluded that the advert should not be aired again. This is not the first time Huel has faced scrutiny from the ASA, as a previous ad in February 2023 suggesting cost savings on food bills was also banned for lack of transparency.
Furthermore, a separate ban was imposed on another Huel ad for not disclosing the association with Steven Bartlett. The ASA stressed the importance of adhering to regulations governing health claims and ensuring transparency in advertising practices. Huel has been directed to comply with advertising standards to avoid further bans on its promotional content.
This latest ruling by the ASA underscores the need for companies to provide accurate and verifiable information in their marketing campaigns, particularly when making health-related claims. Consumers are encouraged to be discerning when evaluating product endorsements and to seek out reliable sources of information when considering dietary supplements and food products.