案例库 · 广告与公关 · 市场决策 · 2026
这条还没译成中文，下面是英文原文。
The Turmeric Co's website testimonials pushed a health cure — the ASA banned them
Blurred words still implied the turmeric shots could treat or prevent illness; the watchdog banned the testimonials and the brand withdrew them.
The Turmeric Co · 2026-08-05
怎么回事
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.
为什么会这样
- Blurring a disease word does not blur the claim: the testimonial still tells a reader the drink treats the named condition
- Customer testimonials are not a free pass — a food brand is equally bound by the health-claims rules when it republishes its buyers' words as its own marketing
- Recidivism shows the slip was systemic, not a one-off: the same health-claim habit was already banned in 2021
教训
Deleting the sharp word is not deleting the claim. Testimonials implying a food treats illness breach the health-claims rules either way — and doing it twice makes the pattern unmistakable.
后来呢
The ASA upheld the complaint on 5 August 2026 and ruled the testimonials must not appear again. The brand had already removed them. It was the second ban for the same style of health claim, following a 2021 ruling over a Facebook post.
资料来源
- ASA ruling: Innate-Essence Ltd t/a The Turmeric Co (website)
- The Grocer: The Turmeric Co ASA ruling — the tightrope health brands must walk
发现哪里写错了？告诉我们。
类似的案例
这家公司栽倒的地方，别处有人漂亮地解开过。 第二意见 →
Comments · 0
登录 后就能评论。