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Upheld ruling on influencer claims for moisturiser treating symptoms of the menopause.
On 14 August 2024, the Advertising Standards Authority (ASA) upheld a ruling against social media adverts regarding medicinal claims for menopause symptoms for an unlicensed product. Five influencer adverts were identified for investigation following intelligence gathered by the ASA as part of a wider piece of work on adverts making claims about the treatment of symptoms of the menopause.
The ASA considered that consumers were likely to understand the claims made in the adverts regarding different adverse symptoms and balancing hormones to mean that the moisturiser could treat the symptoms of the perimenopause and menopause. ASA considered these claims to be medicinal claims and therefore, the product was required to be licensed as a medicine in order to allow such claims.
The adverts must not appear again in the form complained of, and the brand must ensure that future adverts do not make medicinal claims for unlicensed products.
