MyProtein slapped with ASA ban over 'unauthorised' health claims
Fitness supplement provider MyProtein has been hit with a ban from the Advertising Standards Authority (ASA) for making unauthorised health claims about one of its products.
Online retailer The Hut slapped with ASA ban over MyProtein health claims
The brand, which is owned by Manchester-based online retailers The Hut Group, claimed that its L-Glutamine powder could "help to restore amino acid levels" that are diminished during a workout.
"Restoring these will provide a fundamental building block for new proteins to be manufactured to help with recovery," a product listing for the powder continued.
One individual challenged whether the health claim was authorised under EU regulations, with the ASA upholding the complaint and banning the ad.
The Hut Group said it had a strict process in place to try and prevent unverified claims featuring in food promotions, and confirmed it had removed the description after the ASA received the complaint.
However, the watchdog noted that under EU regulations the claims would be understood by customers as being beneficial to health and helping recovery after exercise.
The ad must not appear again in its current form and the regulator told MyProtein not to make health claims for foods which were not listed as authorised on the EU Register.