What happened
The UK Advertising Standards Authority used its AI-based Active Ad Monitoring system to capture paid online ads on Meta, Google, TikTok and display networks over four weeks. Its Pulse report, published in September and presented at an ASA event in early October 2026, found 309,000 relevant health and wellbeing ads. Experts picked seven topics of greatest concern, covering 30,180 ads. In every one of them, more than 86% of ads were rated medium or high risk of breaking the rules.
- Women’s hormonal health, fertility and menopause: about 16,500 ads, 83% medium and 4% high risk. Most were for food supplements making medicinal claims about PMS or menopause symptoms.
- Magnesium supplements: 4,270 ads, 91% medium and 4% high risk.
- Mushroom supplements: 2,440 ads, 53% high risk.
- Research peptides: 1,240 ads, 43% high risk; they cannot legally be advertised to consumers at all.
What it means for you
- Magnesium may only claim what is in the GB register, for example that it contributes to normal muscle function, to normal psychological function and to the reduction of tiredness and fatigue, and only at a meaningful dose. “Fixes your sleep”, “cures anxiety” or “balances hormones” are not authorised.
- No supplement may claim to treat or relieve symptoms of a condition, including menopause or PMS. If an ad does, treat that as a red flag about the seller.
- You can report a misleading ad to the ASA online; the ASA says platforms must do more to remove non-compliant health ads.
For what magnesium can and cannot do for sleep, and which form to buy, see our magnesium pages below.
Sources
Information only, not medical advice. No brand or shop paid for this item.