The Turmeric Co's website testimonials pushed a health cure — the ASA banned them

The Turmeric Co, sold by Innate-Essence Ltd, ran customer testimonials on its own website to promote its turmeric drinks. The testimonials named conditions and implied the shots could prevent, treat or cure illness, even where the brand had blurred or blanked out the specific disease words.

The Advertising Standards Authority investigated and found the testimonials still conveyed that the product could treat or prevent disease, in breach of CAP Code rules 15.6 and 15.6.2, which govern health and nutrition claims in food and drink advertising. Presenting the drinks as a way to ward off or fix illness is a claim no food can make without authorised approval.

The brand had already removed the testimonials by the time of the ruling. The ASA nonetheless upheld the complaint and ruled the testimonials must not appear again in the complained form.

It was not the brand's first run-in with the watchdog over the same kind of claim: The Turmeric Co was also banned in 2021 for a Facebook post making similar health claims. The 2026 ruling was published on 5 August on the company's own site.