The Advertising Standards Authority (ASA) upheld a complaint against Innate-Essence Ltd, parent company of The Turmeric Co., regarding misleading customer testimonials on their website that implied their supplements could prevent, treat, or cure diseases. The contested testimonials were presented with a headline suggesting redacted content due to regulations, but despite the blurring, the context implied medical benefits.
The ASA concluded that the surrounding phrases indicated illness rather than general well-being, allowing consumers to infer the omitted health-related words. Although The Turmeric Co. argued they complied with advertising codes and intended to direct users to unedited reviews on Trustpilot, they agreed to remove the offending ads and review their practices for compliance.
Founded in 2018 by former footballer Thomas Hal Robson-Kanu, The Turmeric Co. specializes in raw turmeric shots and hydration drinks. They emphasize scientific backing, with research in collaboration with Nottingham Trent University regarding athletic recovery, while their products have been utilized by several sports organizations. Robson-Kanu noted a growing public awareness of turmeric’s potential health benefits and the importance of adhering to advertising standards.
