ASA cracks down on health claims in ads for menopause supplements

The Advertising Standards Authority (ASA) has banned two ads for menopause products, after ruling they made misleading and unauthorised medical claims.

The ads, for Femtech Healthcare and Rejuvit Labs, were recognised by the ASA’s Active Ad Monitoring System, which uses AI to scan ads and flag potential problems for further investigation by specialist staff. It currently scans three million ads every month, a figure that is projected to rise to ten million by the end of the year.

The ASA is engaged in a wider project to tackle misleading claims around the treatment of menopause symptoms. The regulator says it has a duty to ensure that advertisers are not exploiting fears around the topic.

The Femtech Healthcare ad for dietary supplement brand Key, distributed by paid social channels, claimed it was “The most comprehensive menopause support supplement that’s out there,” and offered help with mood, brain fog, hot flushes and night sweats. It also professed to support immunity, bone health, heart health and cognitive function.

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The ASA challenged whether the ad included stated and implied claims, prohibited under CAP codes, that the product could prevent, treat or cure symptoms of the menopause and peri-menopause; it also investigated whether claims to the immune system, bone health, heart health and cognitive function complied with the code.
Femtech Healthcare, trading as KeyForHer, responded by saying that the ad did not use the works ‘treat, ‘cure,’ or ‘prevent.’ The company provided a list of the product ingredients and listings on the Great Britain nutrition and health claims register relating to their health effects.

The first ASA challenge was upheld, because the CAP code stated that claims that a product can prevent, treat or cure human disease are prohibited for foods. The second challenge was also upheld, because claims that refer to the general benefits of a nutrient or food on overall good health must be accompanied by a specific authorised health claim.

Femtech Healthcare has withdrawn the ad. The ASA ruled that it must not appear again in the form complained of.

Meanwhile, two Facebook ads for Rejuvit Ageless Vitality and Rejuvit Graceful Ageing supplements were challenged over claims they could treat menopause symptoms including weight gain, hot flushes, bloating, low energy and digestive issues.
The ASA again challenged whether the ads included claims about food supplements which are prohibited by the CAP code. The advertiser did not respond to the ASA’s challenge.

The challenges were upheld, with the ASA saying that customer testimonials in the ads could lead consumers to infer that Rejuvit products could be used to treat menopause symptoms. It also ruled that breached the code by making claims – including weight loss – in relation to a food.

The ruling includes a stipulation that the ads must not appear again in their current form, and Rejuvit Labs has been told not to state or imply that its food supplements can prevent, treat or cure human disease, or refer to a rate or amount of weight loss.

ASA operations manager Jessica Tye says, “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,” she added.