Autoridade of Padrões of Publicidade of Reino Unido banned five advertisements for dietary supplements that made claims about women’s health. Products under the brands 222 Balance Me, Lunera, Minerva, Nova Menopause Vitality and PolyBiotics contained claims that they could prevent, treat or cure symptoms of menopause and polycystic ovary syndrome. The decision was announced this Wednesday, March 25, 2026, after an analysis that identified violations of advertising rules.
The ads suggested medicinal efficacy for hormonal conditions without adequate evidence. The authority assessed that such advertisements could mislead consumers and divert them from professional medical advice. The agency used artificial intelligence tools to map health claims in online advertisements and prioritized cases involving emotional or well-being concerns.
Ads for menopause brands have been suspended
The advertisements for the brands 222 Balance Me, Lunera, Minerva and Nova Menopause Vitality indicated that the supplements could directly affect menopause symptoms. The advertising pieces mentioned prevention, treatment and even cures for common discomforts associated with the phase. The authority considered these claims unacceptable for products classified as dietary supplements.
222 Collective, responsible for 222 Balance Me, acknowledged that the wording of the materials could have suggested therapeutic effects. The company informed that it is a small business and that it maintains dialogue with the regulator to adjust future communications. Lunera also admitted that the claims could be interpreted as attributing medicinal properties.
Minerva and Nova Menopause Vitality did not respond to the notifications sent by the authority. The lack of positioning reinforced the decision to prohibit the advertisements from being broadcast in their original form. Todas affected parts must be removed immediately from the air.
Polybiotics had advertising vetoed due to references to soup
An ad and the PolyBiotics website implied that the supplements could prevent, cure, or treat polycystic ovary syndrome. The communications also mentioned ovulation, fertility, regulation of the menstrual cycle and insulin resistance. The company accepted that these references constituted disease treatment claims, which is not permitted for dietary supplements in Reino Unido.
PolyBiotics confirmed to the authority that the mentions went beyond the scope permitted for products in this category. The decision determined the immediate suspension of advertising material and related website content. The measure aims to protect consumers seeking solutions for health conditions.
Use of artificial intelligence guided inspection
Autoridade of Padrões of Publicidade has expanded the monitoring of health claims with the support of artificial intelligence. The tool made it possible to identify recurring patterns in online supplement advertisements. The process revealed persistent problems in the women’s health products sector.
ASA investigations manager, Catherine Drewett, highlighted that people deserve clear and accurate information about women’s health. Ela highlighted that advertisements with misleading claims can cause real harm by suggesting alternatives to medical treatments. The authority reinforced its commitment to continue monitoring the sector.
- Ads can no longer be displayed in the analyzed ways.
- Brands should ensure that future advertisements avoid suggestions of therapeutic effects.
- Consumers who identify similar parts can report directly to the authority.
Companies responded in different ways to the notification
Some companies have demonstrated a willingness to correct advertising practices. 222 Collective and Lunera presented explanations and expressed their intention to comply with the rules. PolyBiotics fully accepts the findings regarding the allegations relating to polycystic ovary syndrome.
Other brands did not send responses within the established deadline. Essa lack of demonstration contributed to the speed in the application of prohibitions. The authority evaluates each case based on the available evidence and the advertisers’ ability to justify their communications.
The inspection prioritizes advertisements that may exploit vulnerabilities related to hormonal issues. The body works to ensure that the supplements market maintains communications compatible with the legislation in force in Reino Unido. The March 25 decision represents yet another action in the ongoing effort to protect consumers.
Inspection reinforces limits on dietary supplements
Dietary supplements cannot make claims to prevent, treat or cure diseases without scientific support and specific regulatory approval. The distinction between food and medicine is central to the rules applied by the authority. Produtos that go beyond this boundary are systematically analyzed.
The ban on the five advertisements serves as a reference for other companies in the sector. The use of artificial intelligence in detecting irregularities tends to increase the efficiency of future inspections. Consumidores should seek medical advice before adopting any supplement for hormonal symptoms.
The authority remains open to receiving complaints about advertisements that appear to violate the rules. The focus remains on ensuring that the information provided is accurate and does not lead to decisions that affect health.