Controversies
Controversies tied to this brand in public sources. A listing is not a finding of fault.
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2026
UK ASA bans Huel meal replacement ad over irresponsible dietary and health claims
Ruling
The UK Advertising Standards Authority (ASA) banned an advert for Huel meal replacement shakes, which featured brand ambassador Spencer Matthews recounting an anecdote about an athlete who only eats Huel and won a 260km ultramarathon. The ASA upheld four complaints, ruling that the ad encouraged or condoned irresponsible dietary practices, suggested that completely replacing conventional food with Huel was nutritionally appropriate, and implied a beneficial relationship between consuming Huel and sustaining exceptionally high levels of physical and endurance performance. Huel said the anecdote was not a recommendation or instruction, and told BBC News it had complied with the ruling.
Stated objective. Huel said the purpose of the ad was to challenge the misconception that Huel could replace every meal.
Company response
Denial — Huel
At no point in the ads did either speaker suggest that consumers should adopt a 100% Huel diet.
Remediation — Huel
Huel told BBC News that it had complied with the ASA ruling.
Source excerpt
An advert for Huel meal replacement shakes has been banned by the advertising watchdog
The ASA received four complaints about the advert, which challenged whether the content was irresponsible.
2025
Reported lead and cadmium findings
Consumer Reports reported high levels of lead and cadmium in tested Huel products, including reported measurements of 6.3 micrograms of lead and 9.2 micrograms of cadmium in one serving of Huel Black Edition. The supplied material does not establish the regulatory disposition or the company’s final response.
2024
Undisclosed affiliation in Steven Bartlett advertisement
The ASA banned a Huel advertisement featuring Steven Bartlett because the commercial relationship with the brand was not sufficiently clear to audiences.
2023
ASA rulings on savings and health claims
The UK Advertising Standards Authority banned two Huel advertisements after finding that savings-related claims were misleading and that another advertisement breached rules concerning health claims.