Ad Standards views on “natural”, “sustainable” and “healthy” claims made by Grill’d

In October 2021 Ad Standards upheld a complaint against Grill’d for two breaches of the AANA Code of Ethics but found that Grill’d had not breached the AANA Food and Beverage Code when making “natural”, “sustainable” and “healthy” claims. This article provides an overview of how Ad Standards handles complaints, why Ad Standards did not find the claims made by Grill’d to be misleading, and where businesses can be exposed to legal risks irrespective of the outcome of an Ad Standards decision.