London: The UK’s Advertising Standards Authority (ASA) has banned an advert for meal replacement brand Huel featuring former Made in Chelsea star Spencer Matthews after ruling that it encouraged or condoned irresponsible dietary practices.
The advert appeared as a sponsored Instagram post and a YouTube pre-roll advertisement in April and May. Presented in a podcast-style format, it featured Matthews speaking with Huel founder Julian Hearn about the use of Huel products as part of a diet.
The ASA received four complaints about the advert. The complaints challenged whether the advertisement was irresponsible and whether its health-related claims complied with advertising rules.
The watchdog ruled that the advert gave the impression that completely replacing conventional food with Huel was nutritionally appropriate and would not prevent someone from achieving a high level of physical performance. It concluded that the messaging encouraged or condoned irresponsible dietary habits.
The ASA also upheld complaints concerning the advert’s health claims. It found that the content implied a beneficial connection between consuming Huel and the ability to sustain exceptionally high levels of physical and endurance performance.
The advert included a discussion about a person who reportedly consumed only Huel and had won a 260km race. The ASA considered the inclusion of the claim within the advertisement to contribute to the impression that a complete Huel-based diet could support exceptional endurance performance.
Not a meal replacement
Huel told the ASA that the content was not intended as a recommendation or instruction for consumers to replace conventional food entirely with its products. The company noted that the advert was intended to address the misconception that Huel was designed to replace every meal.
The Instagram post also carried a caption stating that Huel’s founder used the products but not for every meal. Hearn said in the advert that he consumed Huel products for breakfast and lunch before having a traditional meal at home.
Following the ruling, the ASA ordered that the advertisement must not appear again in the form complained about. Huel stated that it respected the ASA’s decision and had complied with the ruling.
This ruling means the Huel advert cannot appear again in the form considered by the ASA. Huel sadded that its products are intended to be used as part of a varied and balanced diet rather than as a complete replacement for conventional food.
ALSO READ | London LFR trial scans 500,000 faces with one false match
