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.
Claims for products that contain caffeine should not go beyond claims such as “Some experts believe that caffeine has a mild stimulatory effect” (for example, improving reaction time, concentration and endurance). Marketers should strike a balance between ensuring that enough caffeine is in the advertised product to generate the claimed effect and encouraging excessive consumption, which can be potentially harmful to some people or in some circumstances.
See 'Sports Supplements: Energy'.
Last modified : 01 July 2010