Huel ad banned for suggesting its products could replace all conventional food
The advertising watchdog said that viewers could assume from the ad that replacing all normal food with Huel was "nutritionally appropriate".
Huel, a meal replacement shake brand, has faced a ban from the advertising watchdog, the Advertising Standards Authority (ASA). The ban came after an advertisement featuring Huel brand ambassador Spencer Matthews was deemed irresponsible in its dietary recommendations. Matthews shared a story about a man who only consumes Huel and won a 260km race by a significant margin.
The ASA ruled that viewers could interpret this anecdote as suggesting that replacing all conventional food with Huel is nutritionally appropriate and viable for elite physical performance. Huel disputed the ban, stating Matthews' anecdote was not a recommendation or instruction but aimed at challenging the misconception that Huel could replace every meal.
The ASA acknowledged the ad did not explicitly recommend a Huel-only diet but stated consumers could still interpret it as such, implying a beneficial relationship between consuming Huel and achieving high physical performance. Huel, which is being bought by Danone, has faced previous ASA complaints over similar claims.
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