Zoe's 'free from ultra-processed foods' Daily30+ ad was banned

Zoe, the personalised nutrition company, ran a Facebook ad for its Daily30+ supplement claiming the product was 'free from ultra-processed (UPF) ingredients', 'just real food', a 'plant-based wholefood supplement', with 'no ultra-processed pills, no shakes'.

The ASA upheld a complaint that the claim was likely to mislead. Notably, the authority accepted that Daily30+ was not a UPF product under formal definitions — but ruled that what mattered was how consumers would read the claim, which implied the product carried no ultra-processed ingredients in a way that overstated it.

The initial ruling was published on 21 May 2025. Zoe appealed; the ASA rejected the challenge and upheld the ruling, despite an external review that had flagged flaws in the original decision.