Adverts promoting supplements that claim to treat and cure symptoms of menopause such as hot flushes and weight gain have been banned by the regulatory body.
A Facebook advertisement for supplement firm KeyForHer said it was "the most comprehensive menopause support supplement that's out there", promising to aid with mood, brain fog, hot flushes and night sweats, while also supporting immunity, bone health, heart health and cognitive function. The ad showcased a video of a woman discussing the product, stating: "From helping with mood, to brain fog, to hot flushes, to night sweats, to just all over, feeling so much better, more energy, and better sleep, that's what every woman wants."
Two Facebook ads for Rejuvit Ageless Vitality and Rejuvit Graceful Ageing suggested the supplements could alleviate menopause symptoms, including weight gain, hot flushes, bloating, low energy and digestive problems. These included a customer testimonial that read: "I'm telling you, once you start, you'll keep seeing results.
"Around 2-8 weeks after my first capsule, I already had extra room in my pants (everyone was asking how I lost weight), I felt more energized, and the hot flashes were gone. I just keep feeling better, healthier, and happier."
Femtech Healthcare, trading under the name KeyForHer, argued that the ad did not use the terms "treat", "cure" or "prevent" in relation to menopause or perimenopause symptoms. The company stated their commitment to adhering to the advertising code, and promptly removed the ad upon being contacted until the issue had been resolved with the ASA.
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Rejuvit did not respond to the Advertising Standards Authority's (ASA) inquiries. The ASA highlighted that the ads included a range of claims that the supplements could treat or cure symptoms of the menopause.
Such claims were, for the purposes of advertising regulations, claims to treat disease, which were prohibited for food and food supplements. The ASA instructed Femtech and Rejuvit not to state or imply their food supplements could prevent, treat or cure human disease, and to ensure any specific health claims made in future advertising were authorised and compliant.
It also advised Rejuvit to ensure any future ads for foods did not include health claims that referred to a rate or amount of weight loss. Jessica Tye, operations manager of investigations at the ASA, said: "We know that recently, there's been an increasing focus on the menopause in conversations around women's health."
"Many women experiencing the menopause may be vulnerable to the claims made in ads, as they look to treat potentially painful and uncomfortable symptoms. As a regulator, it's our job to ensure that ads aren't exploiting the concerns or fears people might have."
"We expect advertisers to act responsibly when targeting ads towards people seeking menopause treatment, and these rulings demonstrate that we won't hesitate to ban ads if they don't provide women with the accurate information they need to make informed decisions about their health."
Meanwhile, a representative from KeyForHer stated: "We are dedicated to adhering to the advertising code and, upon being notified, promptly removed the ad until the matter was resolved with the ASA."
"Moving forward, we will ensure our ads do not suggest that our supplements can prevent, treat or cure human diseases. We will also ensure that any specific health claims are authorised on the GB Register and comply with the conditions of use, and that any general health claims are supported by relevant authorised specific health claims."
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