The Advertising Standards Authority (ASA) has prohibited a Huel advertisement for the second time within two months.
- The advertisement in question featured a video of Huel’s founder, Julian Hearn, discussing their Daily Greens product.
- Claims made in the advertisement were found to breach advertising standards due to unsupported nutrient comparisons.
- This year’s ASA decision aligns with a prior ruling on a separate Huel advertisement in August.
- Huel has been approached for comments on these regulatory challenges.
The Advertising Standards Authority (ASA) has once again banned an advert from Huel, a well-known meal replacement brand. This particular advertisement, shared on Huel’s Instagram, included a video starring the company’s founder Julian Hearn, who was promoting the Daily Greens product. Hearn highlighted the benefits of including greens in one’s diet, suggesting that Huel’s product provided an equally good or even superior alternative to traditional green vegetables at a lower cost.
However, the ASA scrutinised Hearn’s claims, particularly focusing on the assertion that Huel Daily Green contained as much or more nutrient content compared to an equivalent portion of green vegetables. The ASA concluded that such a comparative nutrient claim was not permitted under current advertising regulations. Consequently, the advertisement was deemed to have breached the advertising code.
In addition to the nutrient content claims, the ASA also challenged several other statements made within the advert. These included assertions that the product offered gut-friendly probiotics, superfoods to enhance health, and all the necessary nutrients for the body. The ASA found that Huel did not provide adequate evidence to substantiate these health benefit claims, nor the claim that the product was substantially cheaper than consuming fresh green vegetables daily.
This incident is not isolated. It marks the second time in recent months that Huel’s advertisements have come under fire from the ASA. In August, another advert was found in violation of advertising standards. That specific instance involved a Facebook advert that included a testimonial from entrepreneur Steven Bartlett, which was criticised for not disclosing his position as a company director. As a result, the advert was deemed misleading and subsequently banned.
As of now, Huel has been contacted regarding these issues, but no public comment has been made in response to the ASA’s latest prohibition. The ongoing scrutiny highlights the challenges brands face in adhering to stringent advertising regulations while conveying compelling product narratives.
The repeated bans illustrate the necessity for stringent adherence to advertising standards in promoting commercial products.
