A long-standing Scottish herbal remedy company has faced criticism from advertising regulators over TikTok videos claiming one of its products could treat menopause symptoms. Napiers The Herbalists, operating for over 160 years in Edinburgh, engaged influencers on TikTok to promote its Wild Yam skin cream.
The influencers, who earned commissions for their endorsements, highlighted how the cream alleviated menopause symptoms. They also suggested the cream as a ‘natural’ alternative to hormone replacement therapy.
The Advertising Standards Authority (ASA) has banned five ads following an investigation. The watchdog determined that no medicinal claims could be made about the cream since it lacked a licence from the Medicines and Healthcare products Regulatory Agency (MHRA).
One TikTok video featured influencer Kate Ring stating the cream was ‘far better than any pharmaceutical drugs you could take to balance hormones’. Another video showed fitness and wellness enthusiast Yiolanda Koppel claiming she experienced ‘no night sweats, no fatigue, no brain fog, no body aches, no anxiety, no rage’ after using the product.
The ASA’s ruling stated: ‘Consumers were likely to interpret the claims to mean that Napiers’ Wild Yam Cream could treat perimenopause and menopause symptoms. Therefore, the product needed to be licensed as a medicine to allow such claims. However, we understood that the product did not have the necessary marketing authorisation from the MHRA, and thus no medicinal claims could be made.
‘Since the ads made medicinal claims for an unlicensed product, we concluded they breached the Code.
‘The ads must not appear again in the complained form. We instructed Napiers The Herbalists to ensure future ads did not make medicinal claims for unlicensed products.’
Napiers argued that its cream was not meant to cure or treat any disease, and thus no licensing was needed under MHRA authorisation. The company stated it was inaccurate to classify perimenopause as a medical condition, noting it was not treated that way by the World Health Organisation (WHO).
They considered it fair for TikTok creators to share personal experiences using the cream for their menopause symptoms, providing women a platform to speak openly. They expressed concern that restricting such language could have negative effects. Nonetheless, Napiers confirmed all the ads had been removed and future content would comply with regulations.
Founded in 1860 by Victorian botanist Duncan Napier, the company has a historic base in Edinburgh and clinics in Glasgow and Bathgate, West Lothian.
Napiers has been approached for comment.
Frequently Asked Questions
Here are some common questions asked about this news
What is Napiers The Herbalists known for?
Napiers The Herbalists is a historic Scottish herbal remedy company trading for over 160 years.
Why were Napiers’ TikTok ads banned?
The ads were banned for making medicinal claims about an unlicensed product, violating ASA regulations.
What product was involved in the banned ads?
The product involved was Napiers’ Wild Yam skin cream.
What did the TikTok influencers claim about the Wild Yam cream?
They claimed the cream alleviated menopause symptoms and was a natural alternative to hormone replacement therapy.
How did Napiers respond to the ASA ruling?
Napiers argued their cream wasn’t intended to treat diseases and removed the ads to ensure future compliance.