🚫 Regulator Bans Huel's Instagram Ad
Huel's latest Instagram ad featuring founder Julian Hearn has been banned by the UK Advertising Standards Authority (ASA). The ad promoted Huel's Daily Greens product, claiming it was just as good as, if not better than, fresh green vegetables, and substantially cheaper. The ASA deemed this claim misleading as it did not meet the criteria for a “permitted comparative nutrient claim.” This is the second time in two months that Huel has faced regulatory action. In August, a Facebook ad featuring Steven Bartlett was also banned for failing to disclose his directorship at the company.
🍃 Misleading Nutritional Claims
The ASA found that Huel's claims about the nutritional content of Daily Greens were not supported by evidence. Specifically, the company claimed that Daily Greens offered as much or more nutritional value as an equivalent portion of green vegetables. The ASA ruled that this was not a valid comparative nutrient claim. Additionally, the claim that Daily Greens was “substantially cheaper” than consuming fresh greens was not substantiated with proper evidence, leading to the ad’s ban.
💼 Lack of Evidence for Other Health Claims
Beyond the comparative nutrient claims, Huel's ad made several other health assertions that were unsupported. These included statements about iron and biotin content, as well as phrases like “superfoods to supercharge your health” and “gut-friendly probiotics.” The ASA noted that Huel failed to provide sufficient evidence for these claims, contributing to the decision to ban the ad.
📉 Repeated Breaches Could Harm Huel’s Reputation
This second ban in just two months could damage Huel’s reputation, particularly as a company that prides itself on transparency and health. The August ban related to a Facebook ad featuring entrepreneur Steven Bartlett, who did not disclose his role as a director of Huel in the ad, leading to a breach of the advertising code. As Huel continues to expand, these regulatory setbacks may raise concerns about the brand's marketing practices.
Do repeated advertising bans damage a brand's reputation?
