Huel ad banned for suggesting its products could replace all meals

"By presenting exclusive consumption of Huel in that context, the ads suggested that the complete replacement of conventional food with Huel was nutritionally appropriate and presented no barrier to achieving a high level of physical performance," the ruling said.

The Advertising Standards Authority (ASA) said that viewers could assume from the ad that replacing all conventional food with Huel was "nutritionally appropriate" and was compatible with elite physical performance.

The ASA acknowledged in its ruling that the ad "did not explicitly recommend that consumers replace all conventional foods with Huel", but consumers could nonetheless interpret the anecdote as "an acceptable dietary practice".