ASA cracks down on Exhale Coffee’s longevity claims

The UK's Advertising Standards Authority (ASA) has ruled that Exhale Coffee breached advertising rules by making unauthorised longevity, anti-ageing, DNA protection, telomere, gut health and brain health claims without approved evidence under the GB Nutrition and Health Claims Register. The decision highlights that scientific evidence alone is not enough—health and nutrition claims must be formally authorised, signalling tougher scrutiny of longevity marketing across the coffee and nutrition industries.