- An advert for meal replacement shake brand Huel featuring brand ambassador Spencer Matthews has been banned by the Advertising Standards Authority.
- The Instagram and YouTube ad implied that Huel could replace all conventional food and was nutritionally appropriate for elite physical performance.
- In the video, Spencer Matthews recounted a story about a competitor who won a 260km Amazon rainforest race while consuming only Huel.
- The ASA upheld complaints against the advert, ruling that it encouraged irresponsible dietary habits and made unsubstantiated health claims.
- Huel defended the ad, arguing it explicitly positioned the product as part of a balanced diet rather than a complete food replacement.
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