Alimentarius - Health claim substantaion in response to ASA challenges

Health claim substantiation

A major European supplement brand ran a high profile advertising campaign in the mainstream press. This focused on promoting the company and its newly extended supplement range. As the company had a long established relationship with an advertising agency they used them to prepare some of the adverts with the majority being prepared by Alimentarius. Both set of adverts made a range of marketing claims some of which were challenged by the Advertising Standards Authority (ASA). Unlike Alimentarius, the advertising agency did not have evidence to support the claims in their marketing. This resulted in these adverts being pulled, an adjudication against our client by the ASA, and resulting in damage to the brand and consumer confidence.