CBD suppliers in the UK, forbidden by law to make medical claims, are relying on their customers learning about health benefits from other sources.
To stay within the UK law that prohibits any claims that they are beneficial for health, CBD products are usually sold as food supplements. Although consumers are undoubtedly in many cases purchasing the products for health reasons, not openly claiming these benefits allows brands to comply with Food Standards Agency (FSA) guidelines.
Nevertheless, many companies are finding their own way to make the regulations work for them and the consumer.
Overall there has been a move away from the cannabis-based branding that was common in the early days of the industry.