In a significant blow to the celebrity-endorsed wellness brand, Supreme CBD has faced its third formal reprimand from the UK's advertising regulator for making unsubstantiated health claims and employing irresponsible marketing tactics.
The Advertising Standards Authority (ASA) has upheld multiple complaints against the company, which counts boxing legend Mike Tyson among its high-profile backers. This marks the third time the brand has fallen foul of advertising regulations, raising serious questions about its marketing practices.
Repeated violations spark concern
The latest ruling targets social media posts and website content that made bold claims about CBD's ability to treat various medical conditions. The ASA found Supreme CBD guilty of making unauthorised health claims about treating cancer, Alzheimer's disease, and multiple sclerosis without possessing the necessary evidence to support these assertions.
Furthermore, the watchdog criticised the brand for irresponsible advertising that suggested CBD products could prevent COVID-19 – a claim that has been repeatedly debunked by medical experts.
Celebrity endorsement under scrutiny
The involvement of Mike Tyson has brought additional attention to the case, with the former heavyweight champion's prominent role in promoting the brand potentially misleading consumers about the products' efficacy. The ASA emphasised that celebrity endorsements carry significant weight and must not exaggerate a product's capabilities.
This isn't the first time Supreme CBD has faced regulatory action. The company received previous rulings in August 2022 and February 2023 for similar violations, indicating a pattern of non-compliance with advertising standards.
Industry implications
The repeated sanctions against Supreme CBD come at a time when the CBD market is experiencing rapid growth, with increased regulatory scrutiny on health claims and marketing practices. The ASA's firm stance sends a clear message to the entire industry about the importance of substantiated claims and responsible advertising.
As the wellness sector continues to expand, this case serves as a stark reminder that all health-related products must adhere to strict advertising guidelines, regardless of their celebrity backing or popularity among consumers.
