Ads for prostate supplements and home testing kits have been banned over concerns they could mislead vulnerable people or steer them away from appropriate medical advice.
The Advertising Standards Authority (ASA) banned ads for four supplement brands – Nutrisslim, Nutreance, Muxue Trade and Impact Herbs – for making claims that their products could treat medical issues such as enlarged prostate, urinary flow problems or prostate inflammation.
None of the products were authorised medicines, and advertising rules state that food products, including supplements, cannot make medicinal claims.
Nutreance said its ads did not state or imply that its product treated, cured or prevented any disease or medical symptoms, and the ads made no references to diseases, diagnoses, pathological conditions or clinical outcomes.
Nutrisslim said the claims used in its ads related to botanical ingredients, which it understood could be used in advertising.
It said “visual materials” featuring a doctor and any related references had been removed from its website, including a reference to the product being “doctor-formulated”.
Impact Herbs and Muxue did not respond to the ASA.
The ASA also banned ads from two home testing kit companies – Self Check and Lifelab Testing – for claiming that prostate-specific antigen (PSA) tests could diagnose or rule out prostate cancer.
A PSA test alone cannot do either, and in both cases, the ads failed to make clear that these tests had limitations.
Self Check said its products were CE certified for self-testing in line with UK legislation.
It further said that every product page contained a disclaimer that informed consumers that, because the tests were not 100% in diagnosing a specific medical condition, they may wish to speak to their NHS GP first, who could arrange a test if needed. It added that it had removed the word “cancer” in the headings and descriptions of the Google ads for the product.
Lifelab also said it held the correct CE markings for an in-vitro diagnostic device, and that the product was suitable for sale in the UK. It confirmed the ads had been removed and would not be used again.
The ASA came across the ads during a sweep of healthcare claims using its AI-powered Active Ad Monitoring system.
The ASA said many of the claims it had seen in the latest investigations were “unacceptable”, and had not only broken a number of its rules but risked misleading vulnerable people, or steering those who needed it away from appropriate medical advice.
It said this was “especially worrying when it comes to men’s health”, adding that prostate symptoms could be worrying and, for some, difficult to talk about, meaning that ads promising quick fixes or simple answers “can seem even more appealing”.
However, misleading claims could give false reassurance or make it harder for people to know when to speak to a doctor, “which is why it’s so important that information about prostate health is accurate and responsible,” the ASA said.
Jess Tye, regulatory projects manager at the ASA, said: “When it comes to health, people deserve honesty.
“Misleading ads about prostate supplements or tests can cause real harm, and today’s rulings hold advertisers to account.
“We’re continuing to monitor this sector closely, using our AI tools to spot problem ads early on. And if someone does have a concern about an ad they’ve seen, we’d encourage them to get in touch.”
Consumers can check the registration status of PSA tests via the MHRA’s Public Access Registrations Database.
Anyone concerned about the quality or safety of a PSA test should report it to the MHRA via the Yellow Card scheme.
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