One referred to Myota’s powdered drink formulation as an “anti-snack drink” that may “assist metabolism”, “cut back blood sugar spikes” and “curb cravings”, whereas the opposite contained a picture of a bag of Myota powder and textual content that acknowledged “like GLP-1 medicine simply pure”, “enhance digestion” and ”boosts GLP-1-production.”
The promoting watchdog mentioned the adverts implied that Myota’s Metabolic Booster had the identical weight-loss results as GLP-1 medicine. This means that the meals complement had medicinal properties, breaching the CAP Code.
Kat Stennett, co-founder and CCO at Myota, mentioned that the corporate respects ASA’s resolution and has since taken down the ads.
“We absolutely respect the ASA’s resolution and take their suggestions significantly,” she informed NutraIngredients. “The advert in query was taken down as quickly as considerations have been raised, and since then we’ve fastidiously reviewed and up to date all of our advertising supplies to make sure full alignment with CAP Code steerage.”
“As an organization based by scientists, we’re deeply dedicated to analysis integrity and accountable communication,” she added. “We’ve taken clear steps, together with working with regulatory specialists, to make sure our messaging stays correct, evidence-based and compliant throughout all platforms.”
Scientific analysis can’t be used as a foundation for well being claims
Based mostly within the UK, Myota’s product portfolio contains two fiber bars and three prebiotic fiber blends, with one marketed as Metabolic Booster, one as Intestine Booster and the opposite as Immunity Booster.
Because the firm’s founding in 2019, it has invested greater than £1 million in scientific trials, with analysis exhibiting that its prebiotic blends can improve metabolic and inflammatory biomarkers, modulate gut microbiome composition and reduce sub-clinical levels of stress, anxiety and depression.
Within the UK, nonetheless, well being claims are solely permitted in advertising communications for meals or meals dietary supplements if they’re licensed on the GB Register. Medical claims— which suggest a meals can forestall, deal with or treatment human illness—are by no means permitted on meals dietary supplements.
“The ASA dominated that claims like stimulating GLP‑1 and affecting blood sugar or cravings have been deemed medicinal claims, implying results corresponding to prescription-only medicines, which is prohibited for meals dietary supplements,” Kristy Coleman, authorized director at UK-based legislation agency Ashfords, informed NI.
“Different statements about metabolism assist, urge for food management, digestion enchancment and glucose discount have been labeled as particular well being claims that weren’t licensed on the GB Vitamin and Well being Claims Register and subsequently not allowed for use, no matter any science to again it up,” she added.
Stennett mentioned Myota was trying to convey the findings from the corporate’s analysis exhibiting that its prebiotic fiber can increase the production of short-chain fatty acids (SCFAs), which may in-turn improve GLP-1 secretion.
“We perceive the sensitivity round references to GLP-1 medicines and have eliminated any language that might be interpreted in that means,” she mentioned.
“To make clear: short-chain fatty acids, that are produced when prebiotic fiber is fermented within the intestine, are nicely established within the scientific literature to naturally stimulate GLP-1 secretion—a organic impact that helps satiety and metabolic regulation. That is basically completely different from claiming any equivalence with prescription GLP-1 agonists.”
Key learnings for complement manufacturers
Myota emphasised that the ASA ruling doesn’t query the security, high quality of efficacy of its product providing however as a substitute pertains to how sure well being claims have been “framed.”
“That is one thing we take significantly and are frequently refining,” Stennett mentioned. “We stay absolutely dedicated to educating folks concerning the position of fiber in metabolic well being, in a means that’s each clear and accountable.”
Coleman mentioned the ruling ought to function a reminder to manufacturers that well being and medical claims are carefully scrutinized by the ASA, and each declare, whether or not it’s on a product label or a social media advert, needs to be accredited to be used.
“The takeaway for manufacturers: scrutinize each declare and be sure you can legally make it!” she mentioned.
