Napiers The Herbalists has been taken to task by the UK’s Advertising Standards Authority (ASA) over social media videos which claim one of its products could treat menopause symptoms.
The ASA has ruled that five TikTok videos plugging the Edinburgh-based herbal remedy brand’s Wild Yam Skin Cream “must not appear again in their current form”.
The adverts were identified for investigation following intelligence gathered by the ASA, with the body then challenging whether the videos make medicinal claims for an unlicensed product.
Three content creators were paid commission to promote the moisturiser on TikTok, with each speaking about how Wild Yam Skin Cream has helped alleviate symptoms of the menopause.
Suggestions that the product could be used as a 'natural' alternative to hormone replacement therapy (HRT) were also said to have been made.
Influencer Kate Ring (@yourmategingerkate) said in her endorsement TikTok Video for Wild Yam Skin Cream, which was seen on 24 January 2024: “Each to their own when it comes to HRT, that’s a choice and a decision that you need to make.
“However, before you go down that route, can you please just try a more natural way?
“... So with that said, Napiers Wild Yam Skin Cream… essentially what this is, this is like hormone replacement cream that you put in areas of your body.
“... far far better than any pharmaceutical drugs you could take to balance hormones.”
Fitness and wellness creator Yiolanda Koppel’s TikTok video, as seen on 17 February 2024, featured text that stated, “Wild Yam cream to help my perimenopause journey & balance my hormones” and “Commission paid” at the bottom.
An advert on influencer Michelle Haslam’s TikTok account, as seen on 12 March 2024, featured on-screen text that stated, “How long have you been suffering from perimenopausal [sic] hot sweats?”.
A text bubble on-screen then stated, “Reply to Lottie’s comment” and included the following text about Napier’s Wild Yam Skin Cream, “I’ve been suffering for ages and this is the best thing I’ve used.
“My hot flushes have improved so much. This is 100% better than anything. It may have just saved my sanity.”
Napiers The Herbalists Wild Yam Skin Cream
On the brand’s website, Napiers The Herbalists claims Wild Yam Cream is “perfect for menopausal skin that has become dry, papery and lacking in moisture.
“Menopause is not a medical condition, but a natural phase in a woman's life and herbs have been used for centuries to support them.”
The ASA ruled that no medicinal claims could be made about the cream because it was not licensed by the Medicines and Healthcare products Regulatory Agency (MHRA).
“The ASA considered that consumers were likely to understand the claims in [the] ads... to mean that Napiers Wild Yam Cream could treat the symptoms of the perimenopause and menopause,” the watchdog said in its ruling statement.
“We considered claims regarding the treatment and management of adverse symptoms of perimenopause and menopause were medicinal claims for the purposes of the legislation reflected in the [CAP] Code.
“As such, the product was required to be licensed as a medicine in order to allow such claims.
“However, we understood that the product did not have the relevant marketing authorisation from the MHRA and because of that no medicinal claims could be made for the product.”
The ASA said it has also told Napiers The Herbalists to ensure that future adverts do not make medicinal claims for unlicensed products.
Napiers The Herbalists said they were “committed” to being compliant with advertising regulations.
The company told the watchdog its cream was not intended to cure or treat any disease and therefore no licensing was required under authorisation from the MHRA.
It also argued that it was not accurate to classify the perimenopause as a medical condition and said it was not treated that way by the World Health Organisation (WHO).
Napiers is a skin care brand which was established in 1860 by victorian botanist Duncan Napier in Edinburgh, UK.
The herbal remedy company now has several UK clinics in areas like Glasgow and West Lothian.
ASA said the investigation into Napiers is part of a wider piece of work by the body on adverts that make claims about the treatment of menopause symptoms.
Lead image credit: Screenshots of the TikTok videos TikTok videos plugging the Edinburgh-based herbal remedy brand’s Wild Yam Skin Cream, provided by the ASA.