Overview

• The ASA banned a Facebook ad for Zoe’s Daily30+ supplement, stating it misleadingly claimed the product contained no ultra-processed ingredients.
• The ruling highlighted that at least two ingredients, chicory root inulin and nutritional yeast flakes, underwent processing beyond what consumers would consider minimal.
• Zoe Ltd strongly refuted the ruling, asserting that the product is made from whole foods and does not include typical ultra-processed food additives.
• The complaint was filed by a professor in nutrition and food science, challenging the ad's claims regarding ultra-processed ingredients.
• Steven Bartlett, an investor in Zoe, was not personally targeted by the ruling, as the ad was posted by the company itself on its own channels.