October 5, 2026
“Longevity” is everywhere at the moment.
We’re seeing supplements, functional foods, wellness products and entire brands being built around the idea of helping us live healthier for longer.
From a marketing perspective, it’s an incredibly powerful word. Who doesn’t want to live forever?
From a regulatory perspective? It can get complicated very quickly.
A recent Advertising Standards Authority (ASA) ruling against Exhale Healthy Coffee is a really useful example of why brands need to be careful when talking about longevity, anti-ageing and the science behind their products.
The ruling concerned a paid Instagram ad for Exhale Coffee which discussed telomeres, cellular ageing and the potential health benefits of coffee. Claims included that coffee could be “protecting your DNA”, “slowing down aging at the cellular level” and effectively “buying you time”. The ad also suggested that moderate coffee drinkers had telomeres equivalent to people five years younger.
Unsurprisingly, the ASA had some questions.
When does “longevity” become a health claim?
The important point here is that the ASA looked at what consumers would understand from the advertising.
It considered the claims to suggest that the coffee, particularly the antioxidants it contained, could slow ageing by protecting telomeres.
That made them specific health claims.
For food and drink products in Great Britain, specific health claims need to be authorised on the GB Nutrition and Health Claims Register and meet the relevant conditions of use.
In this case, the ASA found that the specific claims being made were not authorised for the product or its ingredients.
And this is where longevity-focused brands need to pay attention.
You don’t necessarily have to write “this product will make you live longer” to create a longevity claim.
Talking about slowing cellular ageing, protecting DNA, extending lifespan or making someone biologically “younger” can create that impression too.
Having scientific evidence isn’t always enough
This is something we regularly have to explain to brands.
You may have fascinating studies. You may have independent laboratory testing. You may genuinely understand the biological mechanism behind an ingredient.
But that doesn’t automatically mean you can turn that science into a marketing claim.
Exhale referred to laboratory testing and scientific evidence around antioxidants and polyphenols. However, the regulatory question wasn’t simply whether there was science behind the discussion.
It was whether the claims being made were permitted within the applicable advertising framework.
The ASA also found that general claims such as “healthiest coffee on earth” and references to “amazing health benefits” weren't accompanied by a relevant authorised specific health claim. Claims that the coffee was “high in antioxidants and polyphenols” also created problems as nutrition claims.
And there was another familiar issue…
The ad referenced Dr Rupy, The Doctor’s Kitchen founder and Exhale’s Director and Chief Science Officer, explaining that the testing process was overseen by him.
The ASA considered consumers would understand this as an endorsement of the product by an individual health professional.
As we’ve discussed recently, health claims for food products cannot refer to the recommendation of an individual health professional.
Longevity marketing needs careful thought
The longevity category is exciting, innovative and growing incredibly quickly.
But the language surrounding it is also attracting regulatory attention.
Terms like longevity, cellular ageing, biological age and DNA protection might sound like perfect wellness marketing language, but depending on the product and context, they can communicate very specific health benefits.
So before building your next campaign around living younger for longer, check what you’re actually allowed to say.
The science might be exciting.
Your marketing still needs to stay compliant.
