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On 29 October 2025, the Advertising Standards Authority (ASA) upheld a ruling against a beauty retailer making medicinal claims for an unlicensed product.
The ASA considered that consumers would likely interpret the claims made in the advert regarding different adverse symptoms and balancing hormones as implying the product could treat the symptoms of a perimenopause and menopause, as well as a variety of conditions; namely, anxiety, insomnia, migraines and restless leg syndrome.
ASA considered these claims to be medicinal claims, and therefore the product was required to be authorised as a medicine. It was understood that the product did not have the relevant marketing authorisation from the Medicines and Healthcare products Agency (MHRA), meaning no medicinal claims could be made for the product.
