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.
CAP understands that proteins are an essential constituent of all cells and that protein helps in the growth and repair of the body, with excesses being used to provide energy. CAP also understands that proteins are made up of amino acids which are essential to the body. Proteins derive from both meat and vegetables and, ideally, the full protein requirement should be acquired through diet. Sportsmen and sportswomen may, however, find the consumption of extra protein useful.
Protein is often included in products that are marketed on a growth and repair platform. It can be used as a bulking agent to help sportsmen build muscle and is often used alongside an eating regimen to provide extra calories. Protein provides satiety and so can be used to avoid snacking on unhealthy foods when trying to build lean muscle and lean body mass. On that basis, marketers could make claims such as “Additional dietary protein helps with muscle growth for the hard-training athlete”, “Add bulk by consuming extra protein” or “Protein provides satiety and energy helping you avoid unhealthy snacking and energy dips throughout the day”.
CAP has reviewed evidence submitted in support of claims relating to branch chain amino acids (BCAAs) and these claims are likely to be acceptable:
• Improve endurance
• Sustain energy
• Retain focus
• Maintain motivation
• BCAAs are needed for muscle growth and repair
• Research shows you can burn large amounts of BCAAs during exercise and they need to be replaced
• Consumption of protein helps prevent the amino acid imbalance that could cause mental fatigue
• BCAAs help inhibit muscle breakdown and infection after endurance exercise.
CAP understands that HMB (or beta-hydroxy beta-methyl butyrate) is similar to leucine (a branch chain amino acid). CAP has reviewed and accepted evidence in support of the claim “A well-researched nutrient that helps prevent muscle damage after resistance exercise or endurance training”. Marketers may claim that HMB helps build muscle but CAP was unconvinced by evidence supplied to support the claim “Consumption of HMB leads to larger gains in lean muscle and strength”.
Glutamine is another of the amino acids that are generically labelled “protein”. CAP has reviewed and accepted evidence in support of these claims:
• Most abundant amino acid in muscle tissue
• Consumption of additional glutamine produces measurable effects in the body after 15 minutes
But CAP does not accept that consumption of extra glutamine will either prevent the body from burning muscle tissue or help reduce loss of muscle tissue during exercise.
Last modified : 06 August 2010