Huel ad ban: Overview
- ASA banned Huel advert for implying product could replace human diet
- Complaints alleged advertisement irresponsibly suggested Huel could replace all conventional food
- Huel argued advert promoted balanced diets and dispelled misconceptions
- Marathon anecdote implied exclusive Huel consumption aided athletic success
- Ruling highlights risks of unclear nutritional messaging in advertising
An advertisement by meal replacement drinks brand Huel has been banned in the UK by the Advertising Standards Agency (ASA) because it was seen to imply that Huel could be used as a replacement for one’s entire diet.
The advertisement
The advertisement, posted on Instagram and YouTube, features a podcast-style interview between Huel’s founder, Julian Hearn, and UK television personality Spencer Matthews. The video was captioned “here’s how our founder uses Huel. Spoiler alert it’s not for every meal”.
Indeed, during the interview, Hearn is clear that he eats traditional meals during evenings and weekends, only using his company’s product to save time during the working week.
However, statements made by Matthews paint a different picture. The television personality says that while he was competing in the Amazon ultra-marathon, he met a fellow participant who “only eats Huel”.
Matthews was initially sceptical. However, he goes on to say that the participant “won it by miles, like literally just left us all in the dirt”.
The complaint and Huel’s response
ASA received four complaints about the advertisement, alleging that it implied Huel could be a replacement for all conventional food and suggesting that the ad was therefore irresponsible.
Huel responded by saying that the ad was specifically designed to address the misconception that Huel could replace all food, with founder Hearn positioning Huel as part of a balanced diet.
Matthews’ response to the ultra-marathon participant’s initial claim that he only consumed Huel had been scepticism and disbelief. The anecdote, Huel stated, was not intended as an instruction or recommendation for consumers.
At no point in the ad, Huel stated, did either Hearn or Matthews advocate for a diet of 100% Huel.
The verdict
However, ASA upheld the complaint and banned the advert.
ASA acknowledged that the ad recommended “nutritionally complete whole food” as an ideal diet, and that founder Hearn referred extensively to his own diet containing conventional meals.
However, it viewed the anecdote about the ultra-marathon runner as presenting his exclusive Huel consumption as a positive contributor to his success.
Despite Matthews’ initial scepticism, ASA said, the conclusion of his anecdote contradicted this with the runner’s extreme success, presenting exclusive consumption of Huel as compatible with outperforming other athletes in a highly demanding sporting event.
ASA believed that descriptions of Hearn’s own diet did not counter this impression. In ASA’s view, the ad gave the impression that while exclusive consumption of Huel may not be normal, it was acceptable.
The ad also did not make clear, ASA pointed out, that as Huel’s products provide up to 400 calories per serving, one would need to consume more than simply one per meal replaced to meet the UK recommended daily intake of 2,500 for men and 2,000 for women.
Huel has responded to the ban. “Huel respects the ASA process and decision and has complied with the ruling,” says a spokesperson. “The ad was intended to challenge the misconception that Huel should replace every meal, and we believe that is how most people understood it. We do not position Huel as a complete diet replacement or claim that it improves athletic performance. Huel is for those inconvenient meals when a whole food option isn’t on the table, as part of a varied and balanced diet.”
