WILLY'S Apple Cider Vinegar with Live Mother - Probiotics For Detox & Gut Health - 500ml Refillable Glass Bottle - Sustainable ACV

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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. Whizz with lemon juice, honey and a trusty splash of olive oil and drizzle onto your favourite salad. Face Sauna The ads must not appear again in their current form. We told Willy’s Ltd t/a Willy’s ACV to ensure their advertising did not include: general health claims for foods unless they were accompanied by a specific authorised health claim for which the food met the conditions of use; unauthorised specific health claims or reduction of disease risk claims, or authorised health claims or reduction of disease risk claims for which the food did not meet the conditions of use for the claim; claims to prevent, treat or cure human disease; or health claims that referred to a rate or amount of weight loss.

Ads (b) and (c) included the claim “loaded with antioxidants”, and ad (b) also included the claim “Ginger – loaded with antioxidants” in relation to the Fire Cider product. We considered those claims were specific health claims that the products, or ingredients in them, helped to protect cells from oxidative stress. On that point, ads (a), (b), (c), (d), (e) and (f) breached CAP Code (Edition 12) rules 15.1, 15.1.1, and 15.2 (Food, food supplements and associated health or nutrition claims).

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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). We first assessed which claims were specific health claims and which therefore must be authorised on the GB NHC Register.

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."A listing for an “APPLE ACV KOMBUCHA DRINKS CUBE” featured the claim “Gently energising and rejuvenating”. 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 (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. 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. 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).

Add into most meals including coups, salads, roasted veg and meat basting. Use in sauced, dressing, dips and marinades. Whizzy Salad Dressing ads (a), (b), (c), (d) and (e) made claims to prevent, treat or cure disease, which were prohibited by the Code; and The post went on to include as helpful tips “Rebalance your microbes by eating a diverse diet rich in live and fermented foods/drinks […] Because our ACV is alive with our 300 year old mother, getting your daily dose of ACV can help to repopulate some of the good bacteria in your gut”. Issue 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.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. 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 (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. 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

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.ads (a), (b), (c), (d), (e) and (f) made general and specific health claims that were in breach of the Code;