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

Product Information

The CAP Code defined health claims as those that stated, suggested or implied that a relationship existed between a food category, a food or one of its constituents and health. Willy’s ACV had provided third-party articles in support of the health claims made in the ads. However, only specific health claims authorised on the Great Britain nutrition and health claim (NHC) register (the GB NHC Register) could be made in ads promoting food or drink products. Any authorised health claims made in an ad must meet the associated conditions of use. Additionally, the Code required that general health claims, which were claims that referred to the general benefits of a nutrient or food for overall good health or health-related well-being, must be accompanied by a specific authorised health claim.

We first assessed which claims were specific health claims and which therefore must be authorised on the GB NHC Register. Whizz with lemon juice, honey and a trusty splash of olive oil and drizzle onto your favourite salad. Face Sauna 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. 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 considered the claim “speed up your metabolism” in ad (b) would be understood to mean the product would speed up the metabolism, and that in turn would help with weight management and weight loss. Ad (a) also included the claim that the product “helped … lose weight”. Those claims were specific health claims.

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). Ad (b) included the claim “Horseradish – known to boost circulation […]” in relation to the Fire Cider product. Ad (a) featured the claim “I sleep better” and the claims “increased my energy levels” and “Gently energising”. We considered that claims to boost circulation, improve sleep and increase energy levels were specific health claims.

Ad (c) included the claim “help with memory & cell production”. We considered those claims would be understood as meaning the product would support the brain processes involved in sorting and retrieving memories and support normal cell production in the body, which were specific health claims.ACV is a natural remedy that has been used for thousands of years in cooking and medicine. We recommend using this in your cooking to add depth of flavour and take advantage of the health benefits - whether this be as a dressing on your salad, drizzled over roasted vegetables or for caramelising onions. Classic Daily Dose The CAP Code prohibited claims that stated or implied that a food could prevent, treat or cure human disease.Ad (a) included the claims “Can shrink swelling in the body” and “Anti-inflammatory”; ad (b) included the claim “Turmeric and Cayenne pepper – turmeric is known to contain anti-inflammatory properties” and the claim “Loaded with […] anti-inflammatory properties” in relation to the Fire Cider product; and ad (c) included the claims “loaded with […] anti-inflammatories” and “Overall loaded with anti-inflammatory properties”. We considered those claims would be understood to mean the product could help to treat inflammation in the body, and were therefore claims to treat or cure human disease.