The Advertising Standards Authority (ASA) has banned advertisements for prostate supplements and home testing kits, warning that they could mislead vulnerable individuals or discourage them from seeking proper medical advice.
The prohibition targets four supplement brands—Nutrisslim, Nutreance, Muxue Trade, and Impact Herbs—for claiming their products could treat conditions such as enlarged prostate or urinary inflammation. None of the products are authorised medicines, and advertising rules forbid food or supplement products from making medicinal claims.
Nutreance, trading as Top 5 Supplements, stated its ads did not claim to treat, cure, or prevent any disease, and contained no references to medical diagnoses or conditions. Nutrisslim, trading as Nature’s Finest by Nutrisslim, said its ads focused on botanical ingredients and had removed “visual materials” suggesting doctor involvement, including references to the product being “doctor-formulated.” Impact Herbs and Muxue did not respond to requests for comment.
Two home testing kit companies, Self Check and Lifelab Testing, were also banned for claiming that Prostate-Specific Antigen (PSA) tests could diagnose or rule out prostate cancer.
Self Check said its products are CE-certified for self-testing under UK law, and that each product page contained disclaimers advising consumers to consult their NHS GP. It also removed references to “cancer” from Google ads. Lifelab confirmed its kits carry the correct CE markings, are suitable for sale in the UK, and that the offending ads had been removed permanently.
The ASA stressed that PSA tests alone cannot diagnose or rule out prostate cancer, and that the ads failed to explain these limitations. The authority discovered the ads during a sweep of healthcare claims using its AI-powered Active Ad Monitoring system.
“Many claims in our latest investigations were unacceptable and risked misleading vulnerable people, or steering them away from appropriate medical advice,” the ASA said. It added that misleading ads are particularly concerning in men’s health, as prostate symptoms can be sensitive and difficult to discuss.
Jess Tye, ASA regulatory projects manager, said: “When it comes to health, people deserve honesty. Misleading ads about prostate supplements or tests can cause real harm, and today’s rulings hold advertisers to account. We are continuing to monitor this sector closely and encourage anyone concerned about an ad to get in touch.”
Joseph Burt, head of diagnostics at the Medicines and Healthcare products Regulatory Agency (MHRA), welcomed the ASA’s action. He noted that at-home PSA tests help monitor prostate health but are not definitive for cancer detection. “Consumers should carefully read labelling and instructions, and manufacturers must provide context for direct-to-consumer tests,” he said.
Amy Rylance, assistant director of health improvement at Prostate Cancer UK, praised the bans. “There is no evidence that supplements can treat, cure, or prevent prostate problems. PSA self-test kits’ accuracy and safety are unproven. Men should seek PSA blood tests from healthcare professionals,” she said. She added that prostate cancer often has no early symptoms, making professional testing essential, and recommended Prostate Cancer UK’s online Risk Checker for those concerned about their risk.
Consumers can verify PSA test registration via the MHRA’s Public Access Registrations Database and report safety concerns through the MHRA Yellow Card scheme.
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