ITC Revises Vitamins Rule

The ITC has revised its rule relating to the advertising of dietary supplements; the new rule, which takes immediate effect, allows a broader range of people who may benefit from vitamin and mineral supplements to be identified within commercials.

The previous rule allowed only restrained advertisements for vitamins and minerals related to the dietary requirements of growing children, pregnant or lactating women and elderly people. The Department of Health now recognises that a much wider range of people may benefit from vitamin and mineral supplements; the ITC has changed its ruling “to reflect current Government advice”.

Claims in this category must have scientific evidence to support them; and must clearly identify within the commercial which groups of people are likely to benefit from a particular supplement.

ITC: 0171 255 3000