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ASA rules on unauthorized health claims


Dec 06, 2023

The Advertising Standards Authority (ASA) has investigated a TikTok post promoting Celtic Sea Salt. The post was making various health claims about the salt's benefits, stating it could alkalize the body, balance sugar levels, improve brain function, balance electrolytes, and more.

In particular, ASA has considered the claim “packed with magnesium” would have been understood by consumers as “high in magnesium" and the claims “it has 92 minerals in it” and “packed with minerals” as the product had beneficial properties linked to the presence of minerals. Those claims, ASA's stated, are unauthorized nutrition claims and therefore breach CAP Code rules 15.1 and 15.1.1.

For further information (in English), click on the Link

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