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ASA rejects supplement Instagram ads and health links


JST Nutrition, owned by UK media personality Jodie Marsh, fell foul of the country’s advertising codes that communications suggested or implied a relationship between a food, drink or ingredient and health.

Other ads featured on Marsh’s Instagram account could not be identified as marketing communications by the ASA.

“The ASA was concerned by Jodie Marsh’s lack of substantive response and apparent disregard for the Code, which was [also] a breach of CAP Code (Edition 12) rule 1.7 (Unreasonable delay),” ​ASA stated.

“We reminded them of their responsibility to provide a substantive response to our enquiries and told them to do so in future.”

Seven posts on Marsh’s account for JST Nutrition Ltd, a food supplement retailer, based in Brentwood Essex, were seen between 28 December 2020 and 11 January 2021.

The single complainant objected to the first post that featured an image of three containers labelled “tonex”, “neptox”,​ and “hebex”,​ with a caption that stated, “These are the three things I personally take every day … Tonex I take for burning fat … Hebex I take for my skin, hair and nails …”.

‘Good genes and Hebex’

The second post featured an image of Marsh in a bikini, shown from the neck down, with a caption that stated, “Do you suffer with IBS or bloating?? Try Neptox!! …”.

Another post featuring Marsh used a caption that stated, “People always say I don’t look 42. I personally think it’s down to good genes and Hebex – Hebex is my amazing collagen tablet. I take it for skin, hair and nails …”.



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