- Only health claims listed as authorised on the GB register, or claims with the same meaning, may be used.[1][2]
- General claims like “good for you” must be accompanied by a specific authorised claim.[3]
- Claims to prevent, treat or cure disease aren’t allowed for food supplements, and can bring a product under medicines law.[4]
- The rules cover product names and online marketing, not just labels; the ASA has even considered hashtags.[3][5]
The four kinds of claim
| Type | Example wording | Rule |
|---|---|---|
| Nutrition claim | “High in iron” | Only if listed in the register and the product meets its conditions[2] |
| Specific health claim | “Supports energy levels”, “boosts testosterone” | Only if authorised on the GB register, with its conditions of use[1][2] |
| General health claim | “Supports wellbeing”, “good for you” | Only alongside a specific authorised claim[3] |
| Medicinal claim | “Treats low testosterone”, “cures fatigue” | Not allowed for food supplements; may make it a medicine[4] |
How the ASA applies the rules
The Advertising Standards Authority enforces these rules strictly, and it reads claims the way a consumer would. In a 2021 ruling against a turmeric supplement brand, it treated “Increases energy” and “Supports immunity” as specific health claims, found no evidence they were authorised, and ruled that the ad breached the Code.[6] In a 2023 ruling against a drinks brand, the firm supplied third-party articles in support of its claims; the ASA’s position was that only claims authorised on the GB register could be made.[5] The question is whether the claim is on the register, not whether some research exists.
ASA guidance on sports supplements is also relevant to shilajit marketing: it treats claims such as muscle gain or increased endurance as health claims, and says product names must comply with the same rules.[3]
Common shilajit claims and how to read them
Scroll sideways to see the full table.| Phrase | Type of claim | What the seller should be able to show |
|---|---|---|
| “Natural testosterone booster” | Specific health claim | The authorised GB register wording it relies on. See testosterone claims |
| “Boosts energy and stamina” | Specific health claim | Authorised wording and conditions of use |
| “Supports male vitality” | General health claim | An accompanying specific authorised claim |
| “Helps with erectile dysfunction” | Medicinal claim | Nothing: not allowed for a food supplement |
| “Detox”, “removes heavy metals” | Health or medicinal claim | Authorised wording; we are not aware of research supporting it for shilajit |
| “Rich in 84 minerals” | Nutrition claim | Named minerals at levels meeting register conditions. See the 84 minerals claim |
| “Clinically proven” | Implied efficacy claim | Evidence for that exact product and claim. See clinically proven claims |
This table explains claim types; it does not state whether any particular seller is in breach. Only the ASA and enforcement authorities make those decisions.
What sellers can say
Plenty of useful information stays outside the health claims rules:
- Factual descriptionsWhat the product is, where it comes from (if documented), its form and serving size.
- Testing informationWhich lab tested which batch, and the results.
- Usage instructionsHow to take and store it.
- Authorised claims for added nutrientsIf a product contains, say, an added vitamin at the required level, the authorised claims for that nutrient, with conditions of use.[1]
A brand that leads with testing and documentation rather than benefits is usually the one following the rules.
How to check a claim yourself
- Identify the claim typeIs it about health, nutrition, or treating a condition?
- Look for the authorised wordingSearch the GB register (opens in a new tab) for the nutrient or substance and the claim.[1]
- Check the conditionsAuthorised claims come with conditions of use, such as minimum amounts.
- Ask the sellerA compliant seller can point you to the register entry it uses.
- Report if neededMisleading adverts go to the ASA. How to report a misleading claim
Common questions
Can a seller quote a study instead of an authorised claim?
Not to support a health claim in UK marketing. The ASA has ruled that supporting articles don’t make an unauthorised claim acceptable.[5]
Do customer reviews and influencer posts count?
Marketing the brand controls or pays for, including its own social media and paid influencer posts, is generally treated as advertising. Genuine independent customer reviews are not, but a brand that repeats them in its marketing takes responsibility for the claims they make.
Do these rules apply to websites based outside the UK?
The CAP Code covers marketing directed at UK consumers. Enforcement against overseas sellers is harder, which is one more reason to prefer UK-based businesses.
Sources & further reading
Primary research, regulators and standards bodies are cited first. A source being listed here does not mean it supports every claim made by sellers; it supports the specific statement it is attached to.
- Department of Health and Social Care. Great Britain nutrition and health claims (NHC) register. GOV.UK. View source (opens in a new tab) [Official register]
- Committee of Advertising Practice. UK Code of Non-broadcast Advertising (CAP Code), Section 15: Food, food supplements and associated health or nutritional claims. asa.org.uk. View source (opens in a new tab) [Advertising code]
- Advertising Standards Authority / CAP. Food: sports supplements and associated products (advice). asa.org.uk. View source (opens in a new tab) [Advertising regulator advice]
- Medicines and Healthcare products Regulatory Agency. Borderline products: how to tell if your product is a medicine. GOV.UK. View source (opens in a new tab) [Regulator guidance]
- NutraIngredients. ASA pulls Willys ads off air due to unauthorised health claims and hashtags. nutraingredients.com, 2023. View source (opens in a new tab) [Trade press report of ASA ruling]
- NutraIngredients. The Turmeric Co. incurs ASA wrath with disease-fighting claims. nutraingredients.com, 2021. View source (opens in a new tab) [Trade press report of ASA ruling]