Pukka banned from advertising tea as ‘Detox’ - but why is the label problematic?

The term 'detox' has been lambasted by nutrition experts for being misleading

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Pukka has been banned from using the term “detox” to market its teas.

The ruling comes after the Advertising Standards Authorit received two complaints that Pukka had breached EU regulations by making unauthorised health claims by using the word, which has been chastised by nutritionists as a “clever marketing gimmick” bearing little nutritional or medical sense.

After conducting an investigation into the tea’s implied detoxifying properties, the ASA ruled that the tea company must stop labelling its products as “detox”, effective immediately.

Despite containing natural and healthy ingredients, such as fennel, aniseed and licorice root, the company’s use of the term goes against regulations that require trademarked brands which could be perceived as making health or nutritional claims to be accompanied by legitimate authorisation, for which use of the generic term “detox” in this instance does not qualify, watchdogs said.

The brand was under the impression it could continue to label its tea as “detox” up until 2022, arguing that their local Trading Standards had accepted they were exempt from this regulation given that they had started selling the product prior to 1 January 2005, when it came into effect.

However, the ASA clarified Pukka is not actually exempt because neither “Detox” nor “Pukka Detox” had been registered as a trademarks before 2005.

In response to the ruling, Pukka’s herbal director, Euan MacLenna told The Independent: “We respect the ASA’s decision and, indeed, EU regulations relating to health and nutritional claims. As part of this ruling from the ASA, we will no longer be advertising our Detox tea.

“However, the ruling from the ASA applies only to advertising. The sale of Pukka Detox tea has been approved by Trading Standards and is 100 per cent legal. We will continue sell in the UK under the same name until we decide to change it ahead of the industry-wide transitional deadline of 2022.

“At Pukka, we support a sensible and proportionate approach to health. This includes any person’s choice to ‘detox’ or ‘cleanse’ their bodies.”

Use of the term “detox” in consumer products has a contentious history, mostly because the label itself is considered by many to be misleading.

According to leading Harley Street nutritionist Rhiannon Lambert, the idea that a particular food or drink can magically “cleanse” or “detox” our bodies is a myth.

“It’s a clever marketing gimmick for selling diets and associated products and tea brands are not the only ones using this ‘detox’ word,” she said.“Any suggestion that the human body can be detoxed with a tea is incorrect. We are naturally designed to remove toxins using our liver and kidneys – a tea won’t perform such a detox.

“Our bodies are perfectly capable of ‘detoxing’ themselves – our kidneys, liver, skin and gut do this constantly.”

Rather than investing in one of the products perpetuating detoxifying messages, Lambert advises consuming a balanced diet that includes complex carbohydrates, protein, essential fats and plenty of fruits and vegetables. “There is no product out there that will have a better impact on the body than eating well,” the Re-Nourish author added.