ads (a), (b), (c), (d), (e) and (f) made general and specific health claims that were in breach of the Code; The CAP Code prohibited claims that stated or implied that a food could prevent, treat or cure human disease.Ad (a) included the claims “Can shrink swelling in the body” and “Anti-inflammatory”; ad (b) included the claim “Turmeric and Cayenne pepper – turmeric is known to contain anti-inflammatory properties” and the claim “Loaded with […] anti-inflammatory properties” in relation to the Fire Cider product; and ad (c) included the claims “loaded with […] anti-inflammatories” and “Overall loaded with anti-inflammatory properties”. We considered those claims would be understood to mean the product could help to treat inflammation in the body, and were therefore claims to treat or cure human disease.

Ad (f) stated that “billions of cells including bacteria […] reside in our guts and are responsible for many vital bodily processes. This includes things like: helping to control digestion […] Our good gut bugs are important for digestion and destroying any harmful bacteria that may emerge […] certain factors […] can lead to gut dysbiosis”. In that context, we considered the claim that Willy’s ACV could “help to repopulate some of the good bacteria in your gut” would be understood to mean that the presence of “good” bacteria, provided by Willy’s ACV products, could help the process of digestive transit and counter any ill effects of gut dysbiosis. Similarly, we considered the claim “Help balance ph[sic] in the gut, leading to improved digestion” in ad (a) implied that the pH balance of the gut could be unbalanced and that if it was, digestion might be negatively affected, and that the product could help to correct that and improve digestive transit. We further considered the claims “can also help with digestion” in ad (b) and “boost digestion” in ad (c) would also be understood to mean the product could improve digestive transit. Claims to help or improve the process of digestive transit were specific health claims.We welcomed Willy’s ACV’s assurance that the claims would be amended. However, because the ads made claims to prevent, treat or cure human disease, we concluded they breached the Code. We considered the claims “#ImmuneSystemSupport” and that garlic “may also support your immune system”, in relation to the Fire Cider product in ad (b), and the claim “boost the immune system” in ad (c), would be understood to mean the products, or ingredients in them, could support or improve the functioning of the immune system, and were therefore specific health claims. Ad (a) also included the claim that Sir Ranulph Fiennes had said apple cider vinegar “helped relieve his arthritis symptoms” and ad (d) stated “Apple cider vinegar (ACV) has been used as a natural remedy for centuries – […] helping arthritis symptoms”. We considered those were claims that apple cider vinegar could help to treat a human disease.

The CAP Code stated that health claims that referred to a rate or amount of weight loss were not acceptable when made in relation to a food. We considered consumers would understand the claim “I’ve lost 3 stone” in ad (a) to mean that William Chase had lost three stone in weight as a result of consuming apple cider vinegar. As referenced above, claims that a food could help weight loss were health claims. The claim was therefore a health claim made in relation to a food that also referred to an amount of weight loss. We concluded the claim breached the Code. Add into most meals including coups, salads, roasted veg and meat basting. Use in sauced, dressing, dips and marinades. Whizzy Salad Dressing On that point, ads (a), (b), (c), (d) and (e) breached CAP Code (Edition 12) rules 15.6 and 15.6.2 (Food, food supplements and associated health or nutrition claims). Ad (b) also included the claim that cayenne pepper was “beneficial against infections” and ad (e) featured the claim “antimicrobial”. Antimicrobials were substances that killed microorganisms or prevented them from growing and causing disease. We therefore considered both claims would be understood as meaning the products could prevent viral and bacterial infections, and therefore were claims to prevent, treat or cure human disease. In relation to the Fire Cider product, ad (b) included the claim “Horseradish – known to […] clear mucus”. We considered that the need to “clear mucus” would be understood by consumers to refer to the mucus build-up experienced as a symptom of illnesses such as flu, which was referenced in the ad. The claim was therefore a claim that horseradish could resolve a symptom of illness and as such treat human disease.

We first assessed which claims were specific health claims and which therefore must be authorised on the GB NHC Register. Because we had not seen any evidence that the specific health claims in ads (a), (b), (c), (e), and (f) were authorised on GB NHC Register, and ads (a), (b), (c) and (d) made general health claims that were not accompanied by specific authorised health claims, we concluded they breached the Code. The CAP Code stated that only reduction of disease risk claims authorised on the GB NHC Register could be used in marketing communications. Reduction of disease risk claims were health claims that stated, suggested or implied that the consumption of a food or one of its constituents significantly reduced a risk factor in the development of human disease. Rhian Stephenson, nutritionist, ex-CEO of Psycle and founder of supplements brand Artah Health, has felt the effects herself and fully supports a daily dosage of apple cider vinegar. “Personally, I find that it helps with my digestion and blood sugar control, especially when I'm overtired. Apple cider vinegar isn't a magic bullet, but it does have proven benefits when it comes to blood sugar regulation, postprandial insulin response, appetite and satiety, and potentially, managing cholesterol levels."

We considered the claims “play a part in bone and heart health” in ad (c) and “improving heart health” in ad (d) were references to the products promoting general good health of the bones and heart. We considered the claims “Good gut” and “gut-healthy goodness” in ad (a) and “#GutHealth” in ad (b) would be understood as meaning that the products were good for the overall general health of the gut. We considered the claims “Live probiotic foods” in ad (a) would be understood similarly, because consumers were likely to understand the word “probiotic” as describing a substance that contributed to the general good health of the gut. For the same reasons we considered the claim “with premium live probiotics to boost gut health” in ad (a) would also be understood as a reference to general health of the gut. All the above claims were therefore general health claims for the purposes of the Code. However, none of the claims were accompanied by relevant, authorised specific health claims as was required. On that point, ads (a), (b) and (d) breached CAP Code (Edition 12) rules 15.6 and 15.6.2 (Food, food supplements and associated health or nutrition claims). Willy’s ACV had not provided evidence that their products contained any foods or nutrients for which there were authorised reduction of disease risk claims on the GB NHC Register. We therefore concluded that the claims relating to the lowering of cholesterol and blood pressure breached the Code.We then assessed which claims were general health claims, which therefore must be accompanied by an authorised specific health claim on the GB NHC Register. Ad (b) included the claims “to avoid the terrible winter flus”, “Struggling to fight a pesky cold?”, “this ACV is a flu season must have” and “#FluSeason”. Ad (d) included the claims “With the nights drawing in, days getting shorter and flu season taking hold, now’s the time to focus on our immunity and what we do to prevent getting ill this season. Apple cider vinegar (ACV) has been used as a natural remedy for centuries […] recent research and anecdotal stories have suggested that ACV may also help” and “reduce the symptoms of, or even prevent colds and flu”. We considered those claims would be understood as either direct or implied claims that apple cider vinegar could help to prevent, treat or cure colds or the flu. We considered the claims “I feel better than I have for years”, “feel the difference to your wellness”, “to help you feel fantastic”, “daily dose of natural goodness”, “I can vouch for the benefits myself, it’s changed my life”, “Gently […] rejuvenating” and “wellness tonic” in ad (a) were references to how apple cider vinegar products provided general good health. We considered the claim “promote healthy aging” in ad (b) would be similarly understood, although in the context of aging in particular.

Willy’s ACV stated that they would, if the substantiation provided was deemed unsuitable, make changes, in particular to the claims about reduction of disease risk, and claims to prevent, treat or cure disease. Assessment Whizz with lemon juice, honey and a trusty splash of olive oil and drizzle onto your favourite salad. Face Sauna We considered the claim “speed up your metabolism” in ad (b) would be understood to mean the product would speed up the metabolism, and that in turn would help with weight management and weight loss. Ad (a) also included the claim that the product “helped … lose weight”. Those claims were specific health claims. Ditch the salt and splash some apple cider vinegar into your meal to enhance the taste. Replace caffeine with an energising warm drink with ACV. Drizzle Over Meals Ad (b) included the claim “Horseradish – known to boost circulation […]” in relation to the Fire Cider product. Ad (a) featured the claim “I sleep better” and the claims “increased my energy levels” and “Gently energising”. We considered that claims to boost circulation, improve sleep and increase energy levels were specific health claims.

Rewards For Life

ads (a), (b), (c), (d) and (e) made claims to prevent, treat or cure disease, which were prohibited by the Code; and Enjoy a daily dose first thing in the morning or 30 minutes before meals. Take 25ml diluted in a smoothie, in warm water with lemon and honey or in other creative ways. Salt/Caffeine Swap On that point, ad (a) breached CAP Code (Edition 12) rules 15.6 and 15.6.6 (Food, food supplements and associated health or nutrition claims). Action Ad (e) included the claims “great for curbing sugar cravings” and “may also regulate blood sugar and insulin levels, which can lead to a reduction in sugar cravings”. We considered the claims would be understood to be specific health claims that the product could support the body’s ability to process sugar, and so support the regulation of blood glucose and insulin levels and increase feelings of satiety, particularly in relation to sugar consumption.