The Advertising Standards Authority (ASA) recently supported a complaint against Innate-Essence Ltd, the parent organization of The Turmeric Co., concerning claims on its website related to customer reviews that implied the company’s supplements could prevent, treat, or cure various illnesses.
The disputed content featured a heading stating, “Blurry here. Crystal clear on Trustpilot. Regulations mean we can’t show everything on this page, but you can read the lot over there.” Below this, customer testimonials were presented as Facebook comments. One testimonial implied: “I have had a [blurred words]. While it hasn’t been “cured,” the [blurred word] has at least halved since I began my shots.”
Another comment read: “A fantastic product that has significantly aided with [blurred words] and [blurred word]. Everything arrives promptly, and all the flavors in the mixed box are delicious.” Although the specific health conditions were obscured, the ASA noted that sufficient context remained to suggest that the shots had therapeutic properties.
The ASA maintained that the context surrounding the blurred phrases, which included references to being “cured,” no longer needing to use certain creams, and recovering from health issues, indicated medical conditions rather than mere wellness or typical bodily function.
The ASA commented, “We considered the blurring did not remove the overall meaning of the testimonials, and that instead, consumers were effectively invited to fill in the omitted wording from the context of each statement.”
In response, the company acknowledged its awareness of the CAP Code limitations and indicated it had redacted terms related to health issues. The heading was intended to clarify the reason for the blurred words and guide website visitors to Trustpilot for unedited third-party reviews, which are outside the company’s jurisdiction.
Thomas Hal Robson-Kanu, founder of The Turmeric Co., informed NutraIngredients, “We’re engaging constructively with the ASA, have removed the relevant advertisements as agreed, and are reviewing our processes to ensure future activity remains compliant.”
This company, known for its raw turmeric shots and hydration beverages, was established in 2018 by ex-professional footballer Robson-Kanu, who discovered the benefits of natural alternatives during his recovery from a serious knee injury.
Utilizing a specialized raw-juice production method that avoids pasteurization, the brand produces turmeric shots enriched with ingredients like vitamin C, vitamin D3, beetroot, and ginger, along with its Raw Hydrate line of electrolyte drinks.
The Turmeric Co. employs a research-driven approach, collaborating with Nottingham Trent University to explore its products’ implications in athletic recovery, with findings published in the journal Nutrients that examined their potential influence on gastrointestinal and respiratory conditions in athletes. The company’s products have gained recognition among numerous sports organizations, including Liverpool FC, Everton FC, and England Rugby.
Jerome Le Bloch, head of scientific affairs at Foodchain ID, recently stated to NI that scientific data does not equate to proven health benefits, emphasizing that the criteria for consumer claims diverge from those necessary for validating research inquiries.
“Even well-conducted research cannot be translated into commercial health claims unless those claims have been formally authorized under the applicable legislation,” Le Bloch remarked.
An expanding array of studies suggests that turmeric could play a role in reducing inflammation, functioning as an antioxidant, and promoting joint, cardiovascular, and cognitive health. A report from Grand View Research indicated that the global curcumin market was valued at USD 98.9 million in 2024, with projections suggesting growth to USD 199.7 million by 2030, primarily fueled by the increasing demand for anti-inflammatory supplements among health-conscious consumers.
Robson-Kanu commented, “When I started The Turmeric Co., turmeric was far less familiar to many people in the UK. Since then, there has been a much broader shift in how people think about wellbeing, with consumers paying closer attention to what they put into their bodies and researchers continuing to explore turmeric and curcumin in greater depth.”
He continued, “We’re proud of the products we’ve developed and remain confident in their quality and purpose. It’s encouraging to see research into turmeric and curcumin continue, and our focus is on supporting that progress while ensuring our advertising meets the required standards in the UK.”
