The U.K. Advertising Standards Authority (ASA) has upheld complaints filed by the Nightingale Collaboration against Scotland-based Water for Health Ltd., ruling that advertisements for certain food supplements and infused water products violated EC Regulation 1924/2006 on Nutrition and Health Claims made on Foods. At issue were website advertisements touting general health benefits and reduced disease risk associated with chlorella, chia seeds, organic flax seed oil, alkaline water, and other products.

“Because the ad made general health claims which were not accompanied by a related specific authorized health claim, and included specific health claims, and a reduction of disease risk claim, for which evidence had not been provided that they were authorized on the EU Register, and because it included prohibited claims that the advertised foods could prevent, treat or cure human disease, we concluded that it breached the Code,” stated ASA in its May 27, 2015, ruling. “We told Water for Health Ltd to ensure they did not make general health claims that were not accompanied by a relevant authorized health claim, or to include specific health claims or reduction of disease risk claims that were not authorized on the EU Register, or to make claims for food to prevent, treat or cure human disease.”