Nutrition and Health Claims

The regime applies to anyone marketing food or food supplements in Great Britain, including:

• Food and drink brands
• Supplement and nutrition companies
• Influencers and partners making claims on their behalf

The register is maintained by the relevant GB authorities, and the advertising rules are mirrored in the CAP Code (section 15), so the ASA handles most complaints. Only authorised claims, used within their approved conditions and wording, are permitted.

The essentials:

• Only use authorised claims — health and nutrition claims must be on the GB register.
• Stay within the approved wording — you can reword, but not stretch the meaning beyond what's authorised.
• No disease prevention or treatment claims for foods — those cross into medicines territory.
• Hold the evidence and meet the conditions of use attached to each claim.

Where brands slip up:

• Unauthorised health claims — asserting benefits not on the register.
• Implied disease claims — suggesting a food prevents or treats a condition.
• General wellbeing claims not backed by a specific authorised claim.
• Overreaching influencer content made on the brand's behalf.

Can I say my product is 'good for immunity'?
Only if a matching authorised claim is on the GB register and you use it within its approved conditions and wording.

What if a claim is true but not on the register?
You still can't use it. The regime is list-based — unauthorised claims are not permitted regardless of evidence.

Can foods claim to prevent disease?
No. Disease prevention or treatment claims move a product into medicines territory and aren't allowed for foods.

Who enforces these rules?
Mainly the ASA, through section 15 of the CAP Code, which mirrors the register.