Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
ComCreatine (chemical name methylguanidine-acetic acid) is a substance that exists in the body and is used in the production of energy. Most sports supplement companies offer a creatine product that is taken orally. Creatine is frequently combined with protein or dextrose.
In 2001, CAP sought a review of evidence submitted in support of muscle building claims made for creatine. The expert advised that, supplementation in vegetarians had been shown to increase the amount of work achieved during repeated bouts of high-intensity exercise and that that can improve the outcome of strength training. He also advised that creatine supplementation will help reduce the effects of fatigue in vegetarians, helping to maximise their training load.
In 2002, CAP received another submission and sought advice from another expert, who stated that most of the published studies had not been performed on vegetarians. He advised that far more relevant was that individuals with low initial muscle creatine content responded better to supplementation in trials, whether they are vegetarians or not. For marketers, this advice means that creatine ads do not have to be targeted to vegetarians only.
CAP’s expert believed that for sports people with high initial muscle creatine levels, supplementation may not be beneficial. He concluded that supplementation has no impact on endurance exercise performance or capacity.
Creatine is usually consumed for a loading period of 4 to 7 days, when 20g per day is consumed, followed by a maintenance dose of 3g to 5g a day; the evidence seen to date by CAP relates to doses of this level. CAP’s expert advised that the high muscle creatine content established by the loading phase is easily maintained by a maximum maintenance dosage of 5g. If they would like to make claims about higher loading or maintenance doses, marketers should submit evidence in support of the claims they propose.
CAP understands that short-term creatine loading could cause an increase in muscle water content and that long-term maintenance of creatine consumption, when combined with exercise, could produce an increase in fat-free mass, lean body mass and muscle mass or volume. CAP has issued guidance stating that these claims may appear in creatine ads:
• Supplementing with creatine could increase muscle power output in physically active individuals
• Supplementing with creatine could increase work output in physically active individuals
• Supplementing with creatine (as directed) could reduce muscle fatigue during short maximal exercise
• Supplementing with creatine could increase maximal exercise performance during repeated sprints
• Creatine phosphate is a major source of energy during short maximal exercise
• Supplementing with creatine (as directed) could increase muscle creatine levels in individuals with low initial muscle creatine levels
• Supplementing with creatine (as directed) could increase muscle phosphocreatine levels in individuals with low initial muscle creatine levels
• Supplementing with creatine (as directed) could increase muscle water content
• Creatine, when used in combination with strength training, could produce greater strength gains than training alone
• Creatine, when used in combination with strength training, could produce greater gains in lean body mass than training alone
• Creatine, when used in combination with strength training, could produce greater gains in fat-free mass than training alone
• Creatine, when used in combination with strength training, could produce greater gains in muscle girth than training alone
• Creatine, when used in combination with strength training, could produce greater gains in muscle fibre than training alone
Marketers should ensure that their claims are conditional and either use the specific wording stated above or be closely linked to it. For instance, marketers of creatine products could claim “Product X could increase fat-free mass gains in combination with a strict diet and exercise regime” or “Physically active individuals could benefit from consumption of Product Y”. Marketers should also ensure that if their product is marketed as a maintenance dose, the dose does not exceed the 5gs per day stated above.
The reviewed trials lasted a maximum of 12 months so marketers should not claim that long-term creatine supplementation does not cause serious side effects because CAP has not received convincing supporting evidence As an alternative, marketers may use the claim “Short-term creatine supplementation at the recommended dose is not associated with serious side-effects”.
Creatine products sometimes combine creatine and dextrose. CAP has accepted claims that the combination of creatine and dextrose maximises uptake of creatine in the muscles but marketers are advised to check specific wording with the Copy Advice team before including it in ads.
CAP has considered evidence in support of claims that combining creatine and HMB (beta-hydroxy beta-methyl butyrate) can produce large gains in lean mass and strength. The evidence submitted showed that the scientific community is undecided about the combined benefits of those two ingredients. CAP has advised that the claim “Some experts believe that the combination of creatine and HMB could produce greater gains in lean muscle and strength when used in conjunction with resistance training” is likely to be acceptable. As with all creatine claims, marketers should ensure that the claim is conditional and specifically refers to resistance training because CAP does not accept the validity of claims in relation to endurance training.
Some products combine creatine and protein. CAP understands that proteins are an essential constituent of all cells and that protein helps the growth and repair of the body, with excesses being used to provide energy. Marketing communications for products that combine creatine and protein may include claims that the product helps build muscle when consumed alongside a training regime. Because of the presence of protein, those claims need not be conditional
In 2004, CAP considered whether creatine consumption would aid or improve mental performance . Consultation with CAP’s expert revealed that although consumption of creatine supplements can increase brain creatine content, that does not lead to an increase in mental performance in healthy individuals who consume a nutritionally well-balanced diet. Therefore, marketers of orally consumed creatine products should not include claims about increases in mental performance, increasing speed of thought, improving mental agility or reducing fatigue during mentally demanding tasks for sportspeople or the population in general. But marketers may claim that creatine could improve mental performance for vegetarians.
Finally, cosmetics companies have recently started to add creatine to face creams and to claim that the products (and creatine in particular) have anti-ageing benefits. So far, neither CAP nor the ASA have seen convincing evidence to support those claims. Marketers wanting to make them should omit those claims from their ads and supply evidence to CAP for consideration.
See also other entries in the Sports Supplements section, ‘Weight Control’ and ‘Anti-Ageing’.
Last modified : 29 July 2010