Rhian Stephenson, nutritionist, ex-CEO of Psycle and founder of supplements brand Artah Health, has felt the effects herself and fully supports a daily dosage of apple cider vinegar. “Personally, I find that it helps with my digestion and blood sugar control, especially when I'm overtired. Apple cider vinegar isn't a magic bullet, but it does have proven benefits when it comes to blood sugar regulation, postprandial insulin response, appetite and satiety, and potentially, managing cholesterol levels."

Willy’s ACV had not provided evidence that their products contained any foods or nutrients for which there were authorised reduction of disease risk claims on the GB NHC Register. We therefore concluded that the claims relating to the lowering of cholesterol and blood pressure breached the Code. The CAP Code stated that only reduction of disease risk claims authorised on the GB NHC Register could be used in marketing communications. Reduction of disease risk claims were health claims that stated, suggested or implied that the consumption of a food or one of its constituents significantly reduced a risk factor in the development of human disease. Enjoy a daily dose first thing in the morning or 30 minutes before meals. Take 25ml diluted in a smoothie, in warm water with lemon and honey or in other creative ways. Salt/Caffeine Swap ACV is a natural remedy that has been used for thousands of years in cooking and medicine. We recommend using this in your cooking to add depth of flavour and take advantage of the health benefits - whether this be as a dressing on your salad, drizzled over roasted vegetables or for caramelising onions. Classic Daily DoseWe considered the claim that garlic “has reports of helping to lower blood pressure” and that ginger “can help fight high blood pressure” in ad (b) would be understood to mean those ingredients in the Fire Cider product could reduce high blood pressure. Because high blood pressure was a risk factor in the development of a range of diseases, we considered the claims were therefore reduction of disease risk claims.

Ad (b) also included the claim that cayenne pepper was “beneficial against infections” and ad (e) featured the claim “antimicrobial”. Antimicrobials were substances that killed microorganisms or prevented them from growing and causing disease. We therefore considered both claims would be understood as meaning the products could prevent viral and bacterial infections, and therefore were claims to prevent, treat or cure human disease. ads (a), (b), (c), (d) and (e) made claims to prevent, treat or cure disease, which were prohibited by the Code; and Ditch the salt and splash some apple cider vinegar into your meal to enhance the taste. Replace caffeine with an energising warm drink with ACV. Drizzle Over Meals A 2020 US study found that, yes, apple cider vinegar could help regulate blood glucose concentrations and be of help to those with type two diabetes. And further research found links between apple cider vinegar intake and reduced cholesterol – but take note: that was just a small study, and there's more testing to be done.

Rewards For Life

Ad (e) included the claims “great for curbing sugar cravings” and “may also regulate blood sugar and insulin levels, which can lead to a reduction in sugar cravings”. We considered the claims would be understood to be specific health claims that the product could support the body’s ability to process sugar, and so support the regulation of blood glucose and insulin levels and increase feelings of satiety, particularly in relation to sugar consumption. We considered the claims “#ImmuneSystemSupport” and that garlic “may also support your immune system”, in relation to the Fire Cider product in ad (b), and the claim “boost the immune system” in ad (c), would be understood to mean the products, or ingredients in them, could support or improve the functioning of the immune system, and were therefore specific health claims. We then assessed which claims were general health claims, which therefore must be accompanied by an authorised specific health claim on the GB NHC Register. We considered the claims “I feel better than I have for years”, “feel the difference to your wellness”, “to help you feel fantastic”, “daily dose of natural goodness”, “I can vouch for the benefits myself, it’s changed my life”, “Gently […] rejuvenating” and “wellness tonic” in ad (a) were references to how apple cider vinegar products provided general good health. We considered the claim “promote healthy aging” in ad (b) would be similarly understood, although in the context of aging in particular. Because we had not seen any evidence that the specific health claims in ads (a), (b), (c), (e), and (f) were authorised on GB NHC Register, and ads (a), (b), (c) and (d) made general health claims that were not accompanied by specific authorised health claims, we concluded they breached the Code.

Ads (b) and (c) included the claim “loaded with antioxidants”, and ad (b) also included the claim “Ginger – loaded with antioxidants” in relation to the Fire Cider product. We considered those claims were specific health claims that the products, or ingredients in them, helped to protect cells from oxidative stress.The CAP Code defined health claims as those that stated, suggested or implied that a relationship existed between a food category, a food or one of its constituents and health. Willy’s ACV had provided third-party articles in support of the health claims made in the ads. However, only specific health claims authorised on the Great Britain nutrition and health claim (NHC) register (the GB NHC Register) could be made in ads promoting food or drink products. Any authorised health claims made in an ad must meet the associated conditions of use. Additionally, the Code required that general health claims, which were claims that referred to the general benefits of a nutrient or food for overall good health or health-related well-being, must be accompanied by a specific authorised health claim. Ad (b) included the claim “Horseradish – known to boost circulation […]” in relation to the Fire Cider product. Ad (a) featured the claim “I sleep better” and the claims “increased my energy levels” and “Gently energising”. We considered that claims to boost circulation, improve sleep and increase energy levels were specific health claims. We considered the claims “play a part in bone and heart health” in ad (c) and “improving heart health” in ad (d) were references to the products promoting general good health of the bones and heart. We considered the claims “Good gut” and “gut-healthy goodness” in ad (a) and “#GutHealth” in ad (b) would be understood as meaning that the products were good for the overall general health of the gut. We considered the claims “Live probiotic foods” in ad (a) would be understood similarly, because consumers were likely to understand the word “probiotic” as describing a substance that contributed to the general good health of the gut. For the same reasons we considered the claim “with premium live probiotics to boost gut health” in ad (a) would also be understood as a reference to general health of the gut. All the above claims were therefore general health claims for the purposes of the Code. However, none of the claims were accompanied by relevant, authorised specific health claims as was required. Ad (a) also included the claim that Sir Ranulph Fiennes had said apple cider vinegar “helped relieve his arthritis symptoms” and ad (d) stated “Apple cider vinegar (ACV) has been used as a natural remedy for centuries – […] helping arthritis symptoms”. We considered those were claims that apple cider vinegar could help to treat a human disease.

On that point, ads (a), (b), (c), (d), (e) and (f) breached CAP Code (Edition 12) rules 15.1, 15.1.1, and 15.2 (Food, food supplements and associated health or nutrition claims). On that point, ads (a), (b) and (d) breached CAP Code (Edition 12) rules 15.6 and 15.6.2 (Food, food supplements and associated health or nutrition claims). The post went on to include as helpful tips “Rebalance your microbes by eating a diverse diet rich in live and fermented foods/drinks […] Because our ACV is alive with our 300 year old mother, getting your daily dose of ACV can help to repopulate some of the good bacteria in your gut”. Issue On that point, ads (a), (b), (c), (d) and (e) breached CAP Code (Edition 12) rules 15.6 and 15.6.2 (Food, food supplements and associated health or nutrition claims).We welcomed Willy’s ACV’s assurance that the claims would be amended. However, because the ads made claims to prevent, treat or cure human disease, we concluded they breached the Code. On that point, ad (a) breached CAP Code (Edition 12) rules 15.6 and 15.6.6 (Food, food supplements and associated health or nutrition claims). Action Ad (c) included the claim “help with memory & cell production”. We considered those claims would be understood as meaning the product would support the brain processes involved in sorting and retrieving memories and support normal cell production in the body, which were specific health claims.