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Section 15 of the CAP Code states that only health claims listed as “authorised” on the EU Register of nutrition and health claims are permitted in marketing communications.
In order to comply, an advertiser needs to show that the specific health claims for each of their advertised products are listed as authorised on the EU Register and that the authorised claims relate to the relevant ingredient/s in the product.
The website www.water-for-health.co.uk makes a number of unauthorised health claims for food supplements.
The ASA told Water for Health Ltd to ensure that they did not make general health claims that were not accompanied by a relevant authorised health claim, or to include specific health claims or reduction of disease risk claims that were not authorised on the EU Register, or to make claims for food to prevent, treat or cure human disease.
Despite repeated requests from the CAP Compliance team, Water for Health failed to provide CAP with an assurance that it would amend or remove the problematic health claims on its website, www.water-for-health.co.uk, in order to comply with the rules.
Due to Water for Health Ltd’s non-compliance and disregard for the CAP Code, we took the decision to place its company details on this section of the ASA website on 12 October 2016. These details shall remain in place until Water for Health remove or appropriately amend the claims on their website, http://www.water-for-health.co.uk/
This is a proof of concept to show how we can display a banner, inviting people to sign up to our newsletters.
Testing the banner and a link - www.asa.org.uk/speedclaims/