“My competitors make these claims. Why can't I?”
It's the question we hear most. You see a rival's tub saying “boosts immunity” or “improves sleep”, so why are we telling you to take it off yours?
£49.99 for 5 checks · No subscription · Checks never expire
They may simply be breaking the rules
Enforcement is mostly reactive. Trading Standards and the ASA usually act on complaints, so plenty of non-compliant claims stay on shelves for a while. That doesn't make them allowed, and “everyone does it” isn't a defence.
There may be a reason you can't see
- The product may be sold under a different market's rules, for example imported from the US.
- The claim may be for a botanical still under review, which is only allowed in limited circumstances.
- The wording may look similar to an authorised claim but meet its conditions of use, for example with a significant amount of the right nutrient.
What it can cost
- Reprinting labels and relabelling stock.
- A published ASA ruling that names your brand.
- Marketplace listings removed.
- Complaints from competitors. Brands report each other, too.
What to do instead
Use the strongest authorised wording you qualify for. Our health claim finder shows every authorised claim, and our check tells you which ones your product meets. Read more about health claims on supplements.
Check your 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.