The menopause market is booming. Whether it’s Davina McCall’s documentaries, or women having more influence surrounding the issues they face, it’s finally being given the voice it deserves.
If your product is relevant for this market, it’s important to remember that marketing products for menopausal symptoms comes with strict regulatory challenges.
Women often face societal pressures around ageing, appearance, and wellbeing. Marketing messages frequently exploit these insecurities, presenting quick fixes and miracle solutions that promise instant relief.
This can leave many women desperate for a “quick win,” especially when juggling demanding personal and professional lives. As a result, they may turn to unproven or poorly regulated products, seeking natural remedies that claim to provide relief without the complications of medical treatments.
This desperation makes them vulnerable to misleading marketing tactics, which is why the ASA has stepped in.
Recent rulings by the ASA
Recent rulings by the Advertising Standards Authority (ASA) have cracked down on claims made by non-licensed supplements and devices. Let us break it down for you…
Key Points from the ASA Rulings:
The ASA has ruled against companies for making unsubstantiated claims about their products treating menopausal symptoms
Medicinal claims can only be made for products licensed by the Medicines and Healthcare products Regulatory Agency (MHRA)
Non-medicinal items (like food supplements) may only reference authorised health claims found in the GB NHC Register
Two widely documented ASA rulings
Feel Holdings’s “Natural Menopause Support” product was flagged for suggesting it could alleviate menopause symptoms like hot flushes and night sweats — these claims now require MHRA licensing.
Similarly, GKOnlineCo Pty Ltd. made dubious claims about its VolcanicX bracelet and peppermint oil combo. They were wrongly advertised as remedies for bloating and appetite control during menopause. These were ruled medicinal claims without the proper regulatory approvals.
Growing Market = Growing Scrutiny
The global menopause market is predicted to surpass $24 billion by 2027, fuelled by increasing demand for natural remedies. While this presents opportunities, it also places brands under intense scrutiny.
In 2023 alone, 44% of UK women reported trying supplements to alleviate menopause symptoms, but 63% were unaware that misleading health claims could put them at risk.
The ASA uses AI-powered Active Ad Monitoring to flag misleading claims. For this reason, marketers need to exercise caution, as advertising products as treatments for menopause could trigger regulatory oversight, especially under the new Digital Markets, Competition, and Consumers Act 2024.
Balancing Innovation with Regulation
Brands that cater to menopausal women must strike a balance between innovative marketing and adhering to strict advertising laws. Non-compliance can lead to reputational damage and legal repercussions. Menopause may soon be classified as a vulnerability under consumer law, heightening the need for ethical and transparent marketing practices.
If you want our advice, it would do you no harm to have it checked over by a lawyer, just to ensure everything you’re saying can hold up if the ASA comes knocking!
Wrapping It Up
As menopause-focused products continue to expand, healthcare marketers should be aware of the fine line between legitimate health claims and unlicensed medicinal promises. Brands need to ensure that advertising aligns with ASA guidelines to protect consumers and avoid potential legal issues.
At Wrapped, we’ve worked in a whole manner of heavily regulated industries. If you’re unsure what you can say and when, you know where to come…
