Advertising Watchdog Prohibits Misleading Menopause and Hormonal Supplement Claims
The Advertising Standards Authority (ASA) has taken decisive action by banning five separate advertisements for food supplements that made unverified claims about treating menopause and other women's hormonal conditions. This crackdown targets brands that potentially exploit health anxieties and emotional vulnerabilities among consumers.
Targeted Brands and Their Violations
The ASA's rulings specifically address adverts from four supplement brands: 222 Balance Me, Lunera, Minerva, and Nova Menopause Vitality. These companies faced regulatory backlash for suggesting their products could prevent, treat, or even cure symptoms associated with menopause. In a parallel case, an advertisement and website for PolyBiotics implied their supplements could address polycystic ovary syndrome (PCOS), prompting similar prohibition measures from the advertising watchdog.
The ASA emphasised that its focus remains on advertisements that might capitalise on people's health worries, emotional concerns, or financial pressures. This regulatory intervention follows an extensive, AI-powered sweep of online health claims, which uncovered what the authority describes as 'emerging and ongoing issues' with misleading advertising practices in the sector.
Unacceptable Claims and Potential Harm
Many of the promotional claims made by these brands were deemed 'unacceptable' by the ASA. The watchdog issued a stern warning that such misleading advertisements could not only deceive vulnerable individuals but also potentially steer them away from seeking proper medical advice and treatment. This poses significant risks to public health and consumer protection.
Celebrity Big Brother star Casey Batchelor's brand, 222 Collective, which produces the 222 Balance Me range, offered a defence in response to the ruling. The company described itself as a small, founder-run business that is still learning the regulatory landscape. It admitted that its advertisements may have 'inadvertently implied' treatment capabilities for premenstrual syndrome (PMS), menopause symptoms, anxiety, bloating, heavy bleeding, or mood disorders.
The brand has committed to working with Trading Standards to remove such claims from its marketing materials. In a post launching the brand on Instagram last year, Batchelor expressed her passion for the project, writing: 'After two years of research, late nights, and pouring my heart into understanding women’s hormones, I teamed up with an incredible team of scientists to create a formulation that had never been done before.'
Responses from Other Brands and Regulatory Stance
Lunera accepted that its advertisements wrongly suggested medicinal properties in what is legally classified as a food supplement. PolyBiotics acknowledged that references to PCOS, fertility, cycle regulation, and related symptoms constituted disease treatment claims, which are strictly prohibited for supplement products under current regulations. Notably, Minerva and Nova did not respond to the ASA's enquiries regarding their advertising practices.
Catherine Drewett, ASA investigations manager, stated: 'When it comes to women's health, people deserve clear and accurate information. Ads making misleading claims about menopause, PCOS, and hormonal conditions can cause real harm. These rulings hold advertisers to account, and we will continue to monitor this sector closely.'
The ASA has issued a public call, urging anyone concerned about potentially misleading advertisements to come forward with their concerns. This proactive approach aims to enhance consumer protection and maintain advertising integrity in the health and wellness sector.
