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UK Ad Regulator Bans Zoe Supplement Ad Over Misleading Ultra-Processed Claims

The Advertising Standards Authority ruled that the ad implied the product contained no ultra-processed ingredients, a claim deemed inaccurate, prompting Zoe Ltd to appeal.

Tim Spector, co-founder of Zoe and professor of genetic epidemiology at King’s College London, said the claim was “factually accurate and irrefutable”

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.