Posted 12 July 2021
Three complainants challenged whether the claim “YorkTest define Food Intolerance as a food-specific IgG reaction”, and the overall impression of both ads that the test would inform consumers if they had a food intolerance, was misleading and could be substantiated. Another complainant challenged whether the efficacy claims about migraines in both ads and depression in ad (b) were misleading and could be substantiated.
The UK ASA concluded the evidence was insufficient to support the claims.
Similar companies in South Africa make the same unfair claims, .e.g., ImuPro.
ASA Ruling on YorkTest Laboratories Ltd
Summary of Council decision:
Two issues were investigated, both of which were upheld.
A TV ad and website for YorkTest:
a. The TV ad, seen on 29 January 2018, featured a woman described in on-screen text as a “Nutritionist YorkTest Laboratories” standing in a kitchen in