The Advertising Standards Authority (ASA) has made a series of rulings banning adverts from supplement retailers which claimed the products helped to “treat or cure” traits associated with autism spectrum conditions and Attention Deficit Hyperactivity Disorder (ADHD).

The rulings against EllaOla, Get Dopa and Healthbio were part of a larger investigation into online ads for food supplement brands, which claimed its products could manage the symptoms of ADHD or autism.

All the ads were investigated by the watchdog after they were flagged by its AI detection system.

EllaOla

The paid-for Facebook ad for retailer EllaOla was seen in June 2025 and posted by the Facebook account Pure Nutrition Mom. It read: “I tried over 20 vitamins for my daughter with autism… none worked […] But this? She has no idea she’s taking it! […] In just a few months, I’ve seen the biggest changes: Fewer meltdowns. More energy & alertness. Even trying NEW foods!” with a blue tick seen alongside each claim. Further text stated, “Thank you, EllaOla – this is truly life-changing for sensory-sensitive kids”.

A video accompanying the text showed a mother explaining why mums with children “love” the vitamin. It showed a young girl who was overwhelmed and refusing to eat a plate of strawberries.

The mother said: “My daughter has autism, so she really only eats safe foods she likes: chicken nuggets, french fries, and mac and cheese […] My daughter also has a lot of meltdowns, throwing tantrums and all that stuff. Our paediatrician recommended us to take a multivitamin, since nutrient deficiencies can cause behavioural issues […] We’ve been using this for about a few months now, and the changes have been incredible. She’s even trying new foods like strawberries!”

The ASA challenged whether the claims breached the code and whether the ad implied that the marketer was “acting for purposes outside business”.

EllaOla responded to the regulator’s inquiries, stating the ad had been taken down and they did not intend to post it again.

According to the watchdog, consumers could understand claims made in the marketing drive to mean that the supplement could manage and treat symptoms of autism. It added that it considered the claims to be medicinal claims.

The CAP Code rules that food, including food supplements, should not claim to prevent, cure or treat symptoms of human diseases. The ASA ruled the ad fell under this prohibition.

It therefore banned the ad, ruling it breached CAP Code (Edition 12) rules 15.1 and 15.1.1 (Food, food supplements and associated health or nutrition claims) and 15.7 (Food supplements and other vitamins and minerals).

The watchdog stated the ad must not appear again in the form investigated. Additionally, the regulator informed EllaOla its advertising should not make health claims for foods or food supplements if they were not listed as authorised in the GB (NHC) Register.

Get Dopa

The ASA also banned an ad from Get Dopa for claiming that its products aided in managing symptoms of ADHD.

Its paid-for Facebook ad was seen on 25 June. It featured a woman balancing a Get Dopa packet on her head and text above the image read: “‘The perfect gift for anyone with ADHD’ – delighted customer”.

The caption said:  “Struggling to keep up with your busy mind? Get DOPA is a smart supplement thoughtfully designed to support mental clarity, energy, and focus for fast-paced, active minds, including neurodivergent thinkers. Focus your attention. Maintain steady mood & energy levels. Encourage memory and recall. Elevate cognitive performance. Care for your busy brain. Whether it’s juggling a million ideas, managing wild fluctuations in energy, or tackling brain fog, get dopa is here to help you feel more alert, motivated, and in control. Take charge of your busy brain and own your advantage today”.

The campaign was investigated by the regulator on the basis that it breached the CAP code.

Get Dopa responded to the ASA, stating it intended to present its supplement as a food supplement, not as a treatment for a medical condition. However, the brand did admit that the customer testimonial in the advert could be interpreted to mean that there was a medicinal benefit to taking the supplement.

It also removed the ad and stated it would not make any future references to ADHD in its marketing.

The ASA banned the ad, concluding it breached CAP Code (Edition 12) rules 15.1, 15.1.1 (Food, food supplements and associated health or nutrition claims) and 15.7 (Food supplements and other vitamins and minerals).

It ruled that the ad must not appear again in the form investigated.

Healthbio
The regulator made a third ruling banning an ad for a food supplement from Healthbio.

A paid-for Facebook ad was posted on 3 June 2025 and showcased an image of a product. Text on the top of the image read: “[5 stars] I’m 50 and I have ADHD. One of my worst traits is that I have very poor memory. It is definitely helping.’ – Diane F”. Further text stated, “TRY RISK-FREE FOR 30 DAYS”.

Text in the caption stated,: “No more brain fog, low energy & drive. You’re only few drops away from entering most enhanced mental and physical state. Ever. Meet Methylene Blue. Discovered in 1876 as a textile ‘dye’ at first, it didn’t took [sic] long to notice its health elevating effects. Never heard about it? PubMed is literally packed with over 200+ studies of Methylene blue benefits: It has shown to improve: Mood. Feel sustainable uplift in mood, thanks to MB serotonin and dopamine increasing properties. Focus. Improved blood circulation and enhanced oxygen absorption in your brain sharpens your focus thought processing, and decision-making abilities. Memory. Gain amplified capacity to recall and store information.

“Energy. By improving mitochondrial energy production and ATP, MB delivers a noticeable increase in energy. Breeze through physical challenges and rise above your baseline energy levels. Anti-oxidant. Methylene Blue functions as a robust antioxidant, battling free radicals and safeguarding your cells from oxidative damage. Anti-aging. MB has the unique ability to delay the ageing of your skin by increasing cell longevity, protecting against UV exposure, and accelerating the wound healing process. Learn more about this magical supplement”.

Healthbio said the marketing drive was intended to run for a “short testing” period, and it did not have “full awareness” of the implications made in the ad. It added that it had reviewed its advertising processes to ensure its campaigns were compliant with ASA and CAP rules.

The watchdog banned the ad and ruled it must not appear again in the form investigated.

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