2025 Update:

🧾 Understand the updated rules

📌 ASA (UK CAP Code - Section 15 & Nutrition/Health Claims)

• Supplements cannot claim to prevent, treat, or cure medical conditions unless licensed.
• General benefits (e.g. “boosts energy,” “hormonal balance”) are only allowed if there’s an authorised health claim from the GB Nutrition & Health Claims Register, clearly linked to a specific nutrient—not the product itself.
• The ASA actively scans ads via AI—any misuse of terms like “adaptogen,” “nootropic,” “relieves stress” or testimonials that suggest treatment are flagged.
  • EXAMPLE
  • https://www.asa.org.uk/rulings/trip-drink-ltd-a25-1277097-trip-drink-ltd.html

META:

📌 Meta (Global Health & Wellness Ad Policy, effective Jan 2025)

• Health & wellness advertisers (supplements included) are restricted from using lower-funnel events such as Purchase, AddToCart, or InitiateCheckout—for tracking or optimisation.
• Mentioning sensitive health conditions (e.g. PMS, mood swings, anxiety) in ad creative may trigger account restrictions.

📚 Real-world examples

ASA rulings where other DTC brands violated policy:

• Ejec Ventures / Auri Nutrition: lifestyle ads promoting mushroom gummies claimed to “eliminate stress” and improve focus—flagged for adaptogen/nootropic claims.
• Nowt Ventures / Feel Güd: similar violations using terms like antioxidant/adaptogen without approved claims.
• Healthspan Ltd: multiple ASA rulings in past years for promoting unsubstantiated benefits like brain boosting or anti-ageing properties.

Link the ASA’s official rulings pages so your team can explore context (e.g. Tonic Nutrition Ltd is a recent example).