UK ASA Bans Five Ads for Unsubstantiated Menopause Claims

The Advertising Standards Authority has banned five advertisements for food supplements that made unsubstantiated claims about treating symptoms of menopause, polycystic ovarian syndrome and other women's hormonal conditions. The rulings, announced this week, target promotions for products from brands including 222 Balance Me, Lunera, Minerva and Nova Menopause Vitality, which suggested their supplements could prevent, treat or cure menopause-related symptoms such as anxiety, bloating, heavy bleeding and mood disorders. Separately, an advertisement and website for PolyBiotics implied its supplements could address PCOS symptoms, including issues with ovulation, fertility, cycle regulation and insulin resistance.

The bans stem from an AI-powered review of online health claims conducted by the ASA, which identified patterns of misleading promotions in the sector. The authority stated that it scrutinizes advertisements particularly closely when they risk exploiting individuals' health concerns, emotional vulnerabilities or financial strains. Officials emphasized that the prohibited claims violated multiple ASA rules by lacking evidence and potentially diverting people from seeking...