The ASA recently upheld the complaint against Innate-Essence Ltd (the parent company of The Turmeric Co.) for references made on its website to customer testimonials suggesting its supplements could prevent, treat or cure diseases.
The content in question, seen on the brand’s website, had the headline “Blurry here. Crystal clear on Trustpilot. Regulations mean we can’t show everything on this page, but you can read the lot over there”.
This was followed by testimonials in the form of Facebook comments. One stated: “I have had a [blurred words]. Whilst it’s not “cured” the [blurred word] has halved at least since I started my shots.”
Another said: “A wonderful product which has really helped with [blurred words] and [blurred word]. Always arrives on time and all the flavors in the mixed box are super tasty.”
Although the conditions in the testimonials had been blurred out, the ASA stated that the remaining part left enough context to imply the shots could treat or cure disease.
The ASA argued that because the blurred words were surrounded by references to being “cured”, no longer needing to use a cream, recovering from illness, and symptoms being “nowhere near as bad”, they still indicated medical conditions, rather than general wellbeing or normal bodily functions.
“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,” the ASA stated.
The company responded to the ASA, stating it was aware of the restrictions in the CAP Code, and redacted words that referred to health conditions. The heading had been intended to make clear that the wording had been blurred for regulatory reasons and to direct website users to Trustpilot, where unedited third-party reviews appeared outside the company’s control.
“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,” The Turmeric Co. founder, Thomas Hal Robson-Kanu, told NutraIngredients.
Elite footballer turned supplement industry innovator
The company, which specializes in raw turmeric shots and hydration drinks, was founded in 2018 by former international footballer Robson-Kanu, after he found natural alternatives beneficial to his recovery from a serious knee injury.
The brand uses a proprietary raw-juice manufacturing process that avoids pasteurization and offers turmeric shots containing ingredients including vitamin C, vitamin D3, beetroot and ginger, alongside its Raw Hydrate range of electrolyte drinks.
It has developed a research-led strategy, including studies with Nottingham Trent University investigating its products in athletic recovery and research published in Nutrients examining potential effects on gastrointestinal and respiratory symptoms in athletes. Its products have been used by multiple sports organizations including Liverpool FC, Everton FC and England Rugby.
Turmeric supplements grow in popularity
Jerome Le Bloch, head of scientific affairs at Foodchain ID, recently told NI, scientific evidence is not the same as established evidence of a health benefit, and the threshold for making a claim to consumers is different from the threshold for a research question to be considered worthy of investigation.
“Even well-conducted research cannot be translated into commercial health claims unless those claims have been formally authorized under the applicable legislation,” Le Bloch said.
According to a growing body of research, turmeric may help reduce inflammation, provide antioxidant effects, and support joint, cardiovascular and cognitive health. Data from a Grand View Research report stated that the global curcumin market size was valued at USD 98.9 million in 2024 and was projected to grow to USD 199.7 million by 2030, predominantly driven by the rise of the health consumer prioritising anti-inflammatory supplements.
“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,” Robson-Kanu told NI.
“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 standards required in the UK.”