An advert for nutrition brand Zoe featuring Dragons’ Den star Steven Bartlett has been banned for misleadingly claiming that a supplement did not contain any ultra-processed ingredients.
The Advertising Standards Authority (ASA) found that Zoe’s Daily30+ “plant-based wholefood supplement” contained at least two ingredients – chicory root inulin and nutritional yeast flakes – that were not whole foods and had been through more than a minimal level of processing.
