ASA Bans Four 'Low Testosterone' Ads as It Targets Men's-Health Marketing
The ASA has banned four social media ads promoting 'low testosterone' testing and treatment from Numan and BioID Health, and says it is investigating more — a warning shot to the booming men's-health marketing category.
The Rulings
The Advertising Standards Authority has banned four social media ads about testosterone levels in men, upholding complaints against Numan (Vir Health) and BioID Health. It ruled that Numan's Facebook ads made misleading claims about how common low testosterone actually is among men, while BioID Health misleadingly implied its testing and services were more effective than seeing a GP.
Crucially, the regulator signalled this is not a one-off: it confirmed it is investigating further testosterone-related ads as part of a wider look at 'masculinity' and men's-health marketing on social platforms.
Why the Category Is Under Pressure
Men's-health and lifestyle-medicine brands have exploded across social feeds, often leaning on anxiety about ageing, energy and virility to sell tests and treatments. That emotional pull is exactly what makes the claims risky: when a product trades on insecurity, the bar for evidence and proportion is higher, not lower.
The ASA's move fits a pattern of tighter scrutiny on health-adjacent advertising, where 'implied efficacy' — suggesting you are better off than with a GP — is a recurring trap. Ads do not have to lie to break the rules; they only have to mislead by omission or exaggeration.
What Marketers Should Do Now
If you advertise anything health-related, the safe path is specific, substantiated and proportionate: cite real prevalence data, avoid implying you replace medical care, and keep testimonials and statistics defensible. 'Most men' claims need a source, not a vibe.
More broadly, this is a reminder that regulatory risk is brand risk. A banned ad is a headline, a wasted media spend and a trust hit rolled into one — far more expensive than getting the claim right first time.
Quick FAQ
Why did the ASA ban the testosterone ads?
The ASA found four ads from Numan and BioID Health misleading — Numan overstated how commonly low testosterone occurs, and BioID Health implied its services were more effective than a GP's — breaching the advertising code.
Is testosterone advertising banned in the UK?
No. Advertising health tests and treatments is allowed, but claims must be accurate, substantiated and not misleading. The ASA is scrutinising the category and says it is investigating more testosterone-related ads.
What does this mean for health and wellness brands?
Expect closer scrutiny of efficacy and prevalence claims. Brands should substantiate every statistic, avoid implying they replace professional medical care, and keep creative proportionate to the evidence.
This ruling is a warning to an entire category built on male insecurity. When your marketing leans on fear, regulators — and customers — hold you to a higher standard, not a lower one. The brands that win in health will be the ones whose claims are as strong as their creative. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: in health marketing, an unsubstantiated claim isn't a shortcut — it's a liability waiting to become a headline.
Could every statistic in your current ads survive a regulator reading them line by line?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign and the ASA rulings database.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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