UK rules on claims relating to menopause symptoms breaching the Code
UK
Jun 26, 2024
On June 26th, 2024, the Advertising Standards Authority (ASA) of the United Kingdom upheld a ruling against Femtech Healthcare Ltd, trading as KeyForHer, regarding a paid-for Facebook ad for their menopause supplement, seen on 5 April 2024. The ad claimed that the Key For Peri + Menopause product could alleviate symptoms such as mood swings, brain fog, hot flushes, night sweats, and more.
The ASA’s investigation was triggered by their Active Ad Monitoring system, which identified potential rule breaches. The ASA challenged the ad on two main points: claims that the supplement could treat menopause symptoms and specific health claims about the product’s impact on immunity, bone health, heart health, and cognitive function.
Femtech Healthcare argued that the ad did not explicitly use terms like “treat” or “cure” and provided evidence of the ingredients’ health benefits. However, the ASA determined that the ad implied the supplement could treat menopause symptoms, which is prohibited. Additionally, the ASA evaluated the health claims exaggerated and not properly attributed to specific nutrients. As a result, the ASA concluded that the ad breached several CAP Code rules and must not be shown again in its current form. Femtech Healthcare has since removed the ad and committed to ensuring future compliance with advertising standards.
For further information (in English), click on the Link
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