Modern Marketing Brand Safety

Rash health claim gets soup brand in hot water with ASA

By John Glenday | Reporter

June 14, 2022 | 3 min read

A health food brand has been put on the spot by the Advertising Standards Authority (ASA) after a paid-for TikTok post falsely implied that its signature broth could cure acne.

Take Stock Foods turned to the social platform to promote the benefits of its bone broth ‘superfood,’ heralded as a cure-all concoction capable of clearing a bad bout of acne.

The offending ad showed a man drinking the soup from a mug with superimposed text declaring: ‘Drinking my daily bone broth from Take Stock because it cures my acne.’

Take Stock Foods

It was claimed that the bone broth could cure acne

The brand claimed it was part of a series of videos made by consumers stating their reasons for consuming the broth, but this defence was thrown out by the ad regulator, which wrote: “The ASA considered that consumers would understand the claim ‘it cures my acne’ to mean that the soup could treat or cure acne.

“This statement was a direct contravention of the advertising code, which prohibits overt or implied statements pertaining to the effectiveness of foods to prevent or cure ailments.

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“While we welcomed Take Stock Foods’ assurance that the ad had been removed, because at the time the ad appeared it had made a claim that a food could prevent, treat or cure disease, we therefore concluded that it breached the code.”

After taking stock of the situation, the brand elected to remove the offending video from all advertising platforms, confirming that it no longer employs the agency responsible and would train staff to ensure future compliance.

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