Organic tea company Pukka is BANNED from calling one of its products 'Detox' - as the name isn't supported by official health claims

  • Advertising Standards Authority found Detox tea does not meet EU regulations 
  • Pukka's Detox tea, released in 2004, contains aniseed, fennel and cardamom 
  • ASA has ruled claim product is a 'Detox' tea must not be made in current form 

Organic tea company Pukka has been banned from calling one of its products 'Detox' - as the name isn't backed up by official health claims.

The Advertising Standards Authority (ASA) has found that the name of the Detox tea does not meet EU regulations on nutrition and health claims.

Pukka's Detox tea has been on sale since 2004, and contains aniseed, fennel and cardamom.

On the tea company's website, the product was described as the 'ultimate organic cup to help your body spring clean'.

However, the ASA has ruled that claim that the product is a 'Detox' tea must not be made in its current form. 

Organic tea company Pukka has been banned from calling one of its products 'Detox' - as the name isn't backed up by official health claims 

Organic tea company Pukka has been banned from calling one of its products 'Detox' - as the name isn't backed up by official health claims 

Explaining its decision, the watchdog said the word 'detox' was likely to be understood to relate to overall good health or health-related well-being, and as such considered it to be a general health claim.

However, it found that the product was not accompanied by a 'permitted health or nutrition claim', as required by EU regulations.

The company said it had believed the Detox tea named did not need to be accompanied by a relevant authorised health claim currently, as transitional measures allowed for brand names or trademarks that existed before 2005 to continue to be marketed until 2022.  

But the ASA said that neither 'Detox' nor 'Pukka Detox' had been registered as a trademark before January 2005, and were therefore not covered by the exemption.

On the tea company's website, the product was described as the 'ultimate organic cup to help your body spring clean' 

On the tea company's website, the product was described as the 'ultimate organic cup to help your body spring clean' 

The watchdog said: 'Consequently, we considered the ad was not covered by the exemption under Article 28(2) of the regulation and as such 'Detox' was required to be accompanied by a permitted health or nutrition claim.

'Because it was not, we concluded that the claim breached the Code.'

The ASA ruled that the claim must not appear again in its current form, adding: 'We told Pukka Herbs not to make references to general benefits of food for overall good health or health-related wellbeing in brand names unless those claims were accompanied by a permitted health or nutrition claim.'  

Pukka's Detox tea, which has been on sale since 2004 and contains aniseed, fennel and cardamom, has been promoted on the company's Instagram account 

Pukka's Detox tea, which has been on sale since 2004 and contains aniseed, fennel and cardamom, has been promoted on the company's Instagram account 

Euan MacLennan, herbal director at Pukka, said in a statement: 'We respect the ASA's decision and, indeed, EU regulations relating to health and nutritional claims. 

'This ruling from the ASA contradicts previous rulings from Trading Standards and relates only to advertising. Pukka Detox tea will continue sell in the UK as has been permitted by Trading Standards until 2022.

'At Pukka, we support a sensible and proportionate approach to health. This includes any person's choice to "detox" or "cleanse" their bodies.'

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