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Claims playbook · free

What you can and can’t say about food and drink on Instagram

Food claims have fixed meanings. Healthy, high protein and low sugar all come with conditions.

Download the PDF

A first pass, not legal advice. See the source rules

A script, checkedExample
  • Change before it runs

    “It boosts your immune system.”

    Flagged by the claims check

    Talk about your routine, not what it does: “It’s part of my morning now.”

    GB register
  • Fine to say

    “Vitamin D contributes to the maintenance of normal bones.”

  • Change before it runs

    “Cures bloating.”

    Flagged by this rulebook

    CAP 15
  • Fine to say

    “#ad Sunday brunch with this”

Verdicts from Affilo’s claims check and this playbook’s rulebook.

CAP 2Influencer guidance

Say it’s an ad, up front

Paid or on commission, the post is an ad, and people have to know that before they tap or read on.

Don’t say

  • Change before it runs

    “Sunday brunch sorted #sp”

    Flagged by the #ad check · CAP 2

  • Change before it runs

    “My new favourite snack, link in bio”

    Flagged by the #ad check · CAP 2

Say instead

  • Fine to say

    “#ad Sunday brunch with this”

  • Fine to say

    “#ad The snack I keep in my bag”

Put #ad at the start of the caption and turn on Instagram’s paid partnership label too. In Stories, label every frame the product is in.

CAP 15

Nutrition claims have set meanings

High protein, low sugar, sugar free and the rest each have a legal threshold. Use one only if the product meets it.

Watch for

  • Check the evidence

    “Basically sugar free”, when it isn’t

    For your reviewer · CAP 15

  • Check the evidence

    “Loaded with vitamins”, with no amount to back it

    For your reviewer · CAP 15

Instead

  • Fine to say

    There’s 15g of protein in each bar, it’s on the label

CAP 15GB register

Healthy needs a reason beside it

Healthy or good for you needs a specific authorised claim beside it, and health claims come from the GB register.

Don’t say

  • Change before it runs

    “It boosts your immune system.”

    Flagged by the claims check · GB register

    Try: Talk about your routine, not what it does: “It’s part of my morning now.”

  • Change before it runs

    “The healthiest snack you can buy.”

    Flagged by this rulebook · CAP 15, GB register

  • Change before it runs

    “Detoxes your body.”

    Flagged by this rulebook · CAP 15, GB register

Say instead

  • Fine to say

    “Vitamin D contributes to the maintenance of normal bones.”

  • Fine to say

    “Iron contributes to normal cognitive function.”

Each line needs the nutrient at a significant amount: at least 15% of the reference intake.

CAP 15

Food can’t treat anything

A food or drink can’t claim to prevent, treat or cure a disease, or a symptom of one.

Don’t say

  • Change before it runs

    “Cures bloating.”

    Flagged by this rulebook · CAP 15

  • Change before it runs

    “Kombucha that heals your gut.”

    Flagged by this rulebook · CAP 15

Say instead

  • Fine to say

    “I have one with lunch most days.”

CAP 18

Alcohol has its own rules

Anyone drinking or central to the ad must be 25 or over and look it. No link with confidence, popularity or success.

Don’t say

  • Change before it runs

    “The drink that makes you more confident.”

    Flagged by this rulebook · CAP 18

  • Change before it runs

    “Life of the party after one of these.”

    Flagged by this rulebook · CAP 18

Say instead

  • Fine to say

    “What we’re pouring at Sunday lunch.”

Less healthy food rulesCAP 15

Less healthy food: check the paid ad rules

Since 5 January 2026, paid online ads for identifiable less healthy food and drink are restricted for businesses with 250 or more staff.

Watch for

  • Check the evidence

    A paid partnership ad for an in-scope product

    For your reviewer · Less healthy food rules, CAP 15

  • Check the evidence

    An ad for one aimed at under-16s

    For your reviewer · Less healthy food rules, CAP 15

Instead

  • Fine to say

    Check whether the product is in scope before it runs as a paid ad

CAP 3

Made with AI? Say so

AI-made people, results and testimonials need a label wherever a viewer would take them as real.

Watch for

  • Check the evidence

    An AI-made person giving a testimonial, with nothing to say so

    For your reviewer · CAP 3

  • Check the evidence

    A result the product can’t give, made with AI

    For your reviewer · CAP 3

Instead

  • Fine to say

    Add a short on-screen line: “Made with AI”.

GB register

Authorised wording you can use

Word for word from the register. A line can be used only when the product has the nutrient at a significant amount: at least 15% of the reference intake in a daily dose, or 3 g a day for creatine.

Vitamin C
  • “contributes to the reduction of tiredness and fatigue”
  • “contributes to the normal function of the immune system”
  • “contributes to normal collagen formation for the normal function of skin”
  • “contributes to normal energy-yielding metabolism”
Vitamin D
  • “contributes to the normal function of the immune system”
  • “contributes to the maintenance of normal bones”
  • “contributes to the maintenance of normal muscle function”
Iron
  • “contributes to the reduction of tiredness and fatigue”
  • “contributes to normal cognitive function”
  • “contributes to the normal function of the immune system”
Zinc
  • “contributes to normal cognitive function”
  • “contributes to the maintenance of normal skin”
  • “contributes to the maintenance of normal hair”
  • “contributes to the normal function of the immune system”
Magnesium
  • “contributes to a reduction of tiredness and fatigue”
  • “contributes to normal muscle function”
  • “contributes to normal psychological function”
  • “contributes to normal energy-yielding metabolism”
Your rulebook

Start with this rulebook.

Sign up as a brand and these lines go on every product you add, ready to edit. Creators see them with the brief, and every script is read against them when it comes in for review.

Download the PDF

Free. Every line stays yours to edit or remove.

RulebookFrom the food and drink playbook

Lines creators may not say

  • Not allowedHealthiest
  • Not allowedDetox or cleanse
  • Not allowedCures, heals or treats any condition
  • Not allowedMore confident or more popular
  • Not allowedLife of the party

Lines creators may say

  • AllowedI have one with lunch
Disclosure#ad

A first pass, not legal advice

This playbook sets out the main rules for ads seen in the UK, as we read them on 7 November 2026. It is a starting point for briefing creators, not legal advice. Check your claims with your compliance lead or a lawyer before an ad runs.

The source rules

As read on 7 November 2026.