The Advertising Standards Authority has banned a set of Facebook and YouTube adverts for the Hemios magnetic bracelet after ruling that its claims about sexual performance, weight loss and joint pain were unsubstantiated. In a ruling published on 9 September 2026, the ASA upheld a complaint against adverts that included the lines "morning wood is back," "ROCK HARD MORNINGS IN 72 HOURS," "BURNS OFF BEER BELLY," "MELTS MAN BOOBS," "REDUCES JOINT PAIN" and "BOOSTS DESIRE." The regulator found that the advertiser had not provided credible evidence to support any of these claims about sexual performance, weight loss or joint pain relief. It ruled that the adverts breached CAP Code rules on misleading advertising, substantiation, health-related product claims and weight-control claims specifically, and ordered that the ads must not appear again in the form investigated. The bracelet is a magnetic wearable, not a food supplement, but the claims and the ASA's reasoning apply the same evidential standard regardless of product type.
Why the ruling turned on evidence, not plausibility
The ruling turned on evidence rather than on whether magnetic products can plausibly affect the body. Under CAP Code rule 3.7, an advertiser must hold documentary evidence to prove a claim before it runs, not after a complaint is made. The ASA found that Hemios's advertising presented outcomes such as reversing abdominal weight gain and improving sexual function as things the bracelet would reliably do, when no such evidence existed. The ruling also cited rule 12.1, which applies extra scrutiny to health-related product claims, and rule 13.1, which governs weight-control advertising specifically. No timeframe, including the "72 hours" claimed for one outcome, was supported by evidence submitted to the ASA.
What this means for your supplement routine
This is a reminder that the same substantiation standard applies whatever a product is made of, whether that is a magnet, a capsule or a patch. A specific physical outcome promised within a fixed timeframe is exactly the kind of claim the ASA expects an advertiser to be able to prove before publishing it, not after a complaint forces the issue. Readers can check how the GB Nutrition and Health Claims Register works, and what wording is and is not permitted for products sold in Great Britain, on the Perqen FAQs page.
How Perqen members save
As an enforcement story about an advertiser Perqen does not stock, this is not a pricing or product matter, but the underlying point applies across the catalogue: membership at £4.99 a month or £29.99 a year unlocks member pricing without relying on claims that would not survive an ASA review. Details are on the Perqen membership page.
This article reports published news and research and is for information only. Food supplements are not a substitute for a varied diet or medical care, and no product mentioned is intended to diagnose, treat, cure or prevent any disease. Speak to your GP or pharmacist before changing what you take, especially if you are pregnant, breastfeeding, or taking prescribed medicines.