Huel Ad Banned for Promoting Unhealthy Meal Replacement Claims

Huel's ad featuring Spencer Matthews banned for promoting irresponsible dietary habits. ASA rules against misleading claims about meal replacement.

Editorial Desk

September 30, 2026 One Min Read

POLICY WIRE — London, United Kingdom — A promotional video for the meal replacement brand Huel has been prohibited by the UK’s Advertising Standards Authority (ASA) for encouraging improper eating behaviors.

The advertisement, which featured Spencer Matthews, a former star of Made In Chelsea and Huel’s brand ambassador, was criticized for suggesting that the product could fully substitute regular meals and improve athletic performance.

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The ASA determined that the content implied Huel products could replace traditional food entirely, leading to the ad being deemed ‘irresponsible.’ The video included a conversation between Matthews and Huel’s founder, Julian Hearn, where Matthews claimed an ultramarathon runner had won a race ‘by miles’ after consuming only Huel shakes.

Reporting by Policy-Wire (PW)

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