An advert for Huel has been banned after the advertising watchdog ruled that it could give viewers the impression that replacing all conventional food with the company’s products was nutritionally appropriate.
The watchdog’s concern focused on the overall message conveyed by the advert. It said consumers could understand the promotion as suggesting that Huel products could take the place of normal food entirely.
The ruling does not establish that Huel products can replace all conventional food. Instead, it concerns the impression the advert was considered likely to create among viewers, particularly the suggestion that an entirely Huel-based diet would be nutritionally suitable.
As a result of the ruling, the advert cannot continue in its existing form. No further details about the advert or Huel’s response were provided in the supplied material.
