Website claims vs packaging: do the same rules apply?
Many brands keep the label tidy and say much more online. The rules on health and nutrition claims apply to all commercial communications, not just the pack.
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The rules follow the claim, not the medium
The Nutrition and Health Claims Regulation covers claims in labelling, presentation and advertising (1924/2006 Art 1). That includes your website, product pages, Amazon and other marketplace listings, social media, emails, influencer posts you control, and printed or broadcast ads.
Who enforces it online
- The Advertising Standards Authority (ASA) applies the CAP Code, which includes the claims rules. Rulings are published and name the brand.
- Trading Standards can act on misleading or unauthorised claims anywhere they appear.
- Marketplaces may remove listings that make medicinal or unauthorised claims.
Common online slips
- Product pages that strengthen the authorised wording (“boosts immunity”).
- Customer reviews or testimonials you feature that make disease claims.
- Blog posts that link your product to treating a condition.
- Claims for botanicals or ingredients with no authorised claim.
Our blog covers recent ASA action, including rulings on supplement ads.
Keep them consistent
Use the same authorised wording on the pack and online. If a claim can't go on the label, it can't go on the website either. Look up the right wording in the health claim finder.
Check your packaging claims
Upload your artwork and get a report in minutes, with the rule behind every finding and a suggested fix.
ProofMyLabel is an automated pre-check, not regulatory sign-off or legal advice. The food business operator remains responsible for the packaging.