Aspire based the claim, which appeared on its UK website, on a health claim that was currently ‘on hold’ within the EU. But the ASA found Aspire’s slogan did not reflect the pending claim accurately, and could not be substantiated.

“The ad must not appear again in its current form. We told Aspire Drinks Ltd not to make health claims for foods unless they were authorised on the EU Register, or properly reflected 'on hold' claims that could also be substantiated,” the ASA ruling said.

 

You can read the full article HERE

 

Food Labelling Services comments:

There is a rigorous process in which to submit evidence to the European Food Safety Authority (EFSA) who are responsible for evaluating the scientific evidence supporting health claims.  The Commission authorises different health claims provided they are based on scientific evidence and can be easily understood by consumers.

Once approved, the health (or nutrition) claim appears on the EU approved Health and Nutrition claims register, with strict conditions of criteria that have to be fulfilled before the claim can be used. It is alsso imperative that the exact wording on the register is declared on the pack.