Ad (a) included the claims “Helped me lower my cholesterol” and “I have lowered my cholesterol”; ad (b) included the claim that the garlic in the Fire Cider product “has reports of […] lowering cholesterol"; and ad (d) featured the claim that apple cider vinegar had been used as a natural remedy for “reducing cholesterol levels”. We considered consumers would understand those claims to mean that the apple cider products could reduce levels of cholesterol. High cholesterol was a risk factor in the development of heart disease and the claims were therefore reduction of disease risk claims. 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.

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).Willy’s ACV stated that they would, if the substantiation provided was deemed unsuitable, make changes, in particular to the claims about reduction of disease risk, and claims to prevent, treat or cure disease. Assessment A 2020 US study found that, yes, apple cider vinegar could help regulate blood glucose concentrations and be of help to those with type two diabetes. And further research found links between apple cider vinegar intake and reduced cholesterol – but take note: that was just a small study, and there's more testing to be done. 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. Ad (a) also included the claim that Sir Ranulph Fiennes had said apple cider vinegar “helped relieve his arthritis symptoms” and ad (d) stated “Apple cider vinegar (ACV) has been used as a natural remedy for centuries – […] helping arthritis symptoms”. We considered those were claims that apple cider vinegar could help to treat a human disease.

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Add into most meals including coups, salads, roasted veg and meat basting. Use in sauced, dressing, dips and marinades. Whizzy Salad Dressing 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. 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.

Whizz with lemon juice, honey and a trusty splash of olive oil and drizzle onto your favourite salad. Face Sauna 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. 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) and (e) breached CAP Code (Edition 12) rules 15.6 and 15.6.2 (Food, food supplements and associated health or nutrition 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.

We considered the claim that garlic “has reports of helping to lower blood pressure” and that ginger “can help fight high blood pressure” in ad (b) would be understood to mean those ingredients in the Fire Cider product could reduce high blood pressure. Because high blood pressure was a risk factor in the development of a range of diseases, we considered the claims were therefore reduction of disease risk claims. 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. 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. ads (a), (b), (c), (d), (e) and (f) made general and specific health claims that were in breach of the Code; Willy’s ACV had not provided evidence that their products contained any foods or nutrients for which there were authorised reduction of disease risk claims on the GB NHC Register. We therefore concluded that the claims relating to the lowering of cholesterol and blood pressure breached the Code.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 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. 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