Brands urged to avoid misleading menopause marketing following ASA rulings

The Advertising Standards Authority (ASA) has made rulings against advertisements for Happy Mammoth’s menopause supplement MenoDaily​ and Feel’s supplement Menopause​ due to claims that the supplements could prevent, treat or cure menopause symptoms.

The ads were flagged by the ASA's AI-driven Active Ad Monitoring system for potential rule violations as part of a broader effort to scrutinize ads​ making claims about menopause symptom treatments. The ASA has also recently targeted anti-anxiety claims​ with the same system. 

Heather Jackson, co-founder of the menopause brand partnership company GenM, spoke to NutraIngredients regarding the rulings, noting that misinformation hurts the consumer.  

“We see brands in every industry make misleading claims, but we know that overzealous marketing claims can leave women feeling confused and frustrated, and leads to greater distrust—which no one benefits from,” she said.

“This is particularly true for menopausal women, who are trying to navigate a confusing landscape of their menopause signs and available product support.”

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The first ad was displayed on Facebook, promoting the product MenoDaily from supplement brand Happy Mammoth, seen on April 5, 2024. It featured testimonials claiming significant weight loss, reduced bloating and improved energy and mood. 

The ad also included claims about alleviating menopause symptoms such as brain fog, hot flashes and low energy. The ASA challenged the ad, arguing it made prohibited claims about preventing, treating or curing menopause symptoms and referred to a specific amount of weight loss. 

The company responded that the ad was mistakenly shown and had been removed. They sought third-party advice and planned to implement internal training.

The second ruling was against a Facebook ad for the brand Feel on May 1, 2024, featuring its Menopause product with claims and testimonials suggesting it alleviated symptoms like hot flushes and muscle aches. 

The ad stated that the supplement could relieve symptoms of perimenopause, menopause and post-menopause. The ASA challenged these claims, questioning the brand’s compliance with the CAP Code, which prohibits suggesting that food supplements can prevent, treat or cure human diseases.

Feel Holdings Ltd. defended the ad, stating it was based on genuine customer reviews, however the ASA upheld the challenge.

Industry response​

While adhering to ASA guidelines should be a prerequisite for all brands, Jackson explained that with menopausal women’s health gaining attention, it is of great importance to maintain a high standard of accurate marketing and communication. 

“Women’s health hasn’t been a level playing field for years—the last thing we need is marketers to make it worse,” she said. “Instead, we should be working together—retailers, brands, advertisers—to bring women’s health to the forefront and cater to the needs of the menopausal woman.”

The ASA advises​ that if a brand wants to claim a product can treat the symptoms of menopause, these are likely to be regarded as medicinal​. 

On its website, it notes: “Whilst the menopause itself is not a medical condition, the ASA is likely to consider the symptoms of the menopause to be conditions for which medical supervision should be sought. Therefore, treatment claims for menopausal symptoms, such as those made in relation to therapies​, should only relate to therapies which are carried out under the supervision of a suitably qualified health professional.”

It adds that "food supplements which are offered as nutritional support for women during the menopause may only make health claims listed as authorized in the GB NHC Register​."

Jackson advised brands: “Don’t bend the rules. We know women won’t blindly use products that don’t work for them so avoid the embellishments and marketing spin. Standards are set for a reason and the menopausal woman does not deserve to have the rules bent by advertisers or marketers.”

She added that as "women’s health has been put behind other industries, it’s time for the world of menopause and women’s health to lead from the front and set best practice for others to follow."