The Advertising Standards Authority (ASA) find Cells4Life's advertising claims 'misleading and unsubstantiated'

At Future Health, we have the expertise to distinguish what makes a quality sample, standard and service.

As industry leaders, we accept our duty to share this knowhow with every parent to ensure they are making an informed decision that is right for their family.

With this in mind, we feel it is important that parents considering cord blood banking are made aware of the questionable actions of one small UK cord blood bank called Cells4Life. The Advertising Standards Authority (ASA) have just ruled (Complaint Ref: G19-1018431), for the second time in 4 years, that Cells4Life’s marketing claims are “misleading” and “unsubstantiated”.

What the ASA had to say

Claims on the website stated " The highest performing cord blood processing system in the UK, TotiCyte delivers 3 times more stem cells than any other method that we have tested ", " Highest cell recovery...TotiCyte delivers up to 3X more viable cells " and " More stem cells...more samples...more treatments...Only with Cells4Life. "

The ASA ruled… “that the comparative claims made in the ad had not been substantiated and were therefore misleading.”

Cells4Life claimed that…" TotiCyte means that for the first time, cord blood banking is compatible with delayed and optimal cord clamping " and "delayed cord clamping for your baby…only with Cells4Life. "

The ASA ruled... "that the claims…had not been substantiated and were therefore misleading."

Ruling 1

Cells4Life ASA ruling Dec 2019

Ruling 2

Cells4Life ASA ruling Feb 2015

In the headlines:

Read the October BBC article
on this topic

Our values

As the largest and most accredited UK stem cell bank and storing more samples than all other UK banks combined, we’ve built an unrivalled reputation for integrity, by working with experts and following the regulations.

We are passionate about providing information so that every parent is not just informed but empowered so that they can decide what’s right for them.

We support choice. This means we support choosing whether to store cord blood or not. Choosing whether to store it in a public bank or a private bank and even choosing whether to delay the clamping of the cord.

Above all, we believe in transparency with every one of our clients.

The results. Ten of thousands of happy clients who choose us again and again.

Cord blood processing

After testing other popular volume reduction methodologies, we chose the MacoPress Smart system for its quality, reliability and flexibility. It's widely recognised as an industry leading system, with hundreds of cord blood units being successfully used in transplant.

Delayed cord clamping

We've collected cord blood from over 75,000 births and most of our clients opted for some delayed cord clamping. No matter what, we follow the National institute for Health and Care Excellence (NICE) guidelines.

External sources

It’s reasonable that any parent considering cord blood banking would want to fact check information with trusted authorities and independent sources. We’ve collected a few of the most recognisable below for your reference.

Other parents

WHO? Hundreds of our clients have left a review about us on Trust Pilot

Parent's Guide to Cord Blood

WHO? The primary mission of the PGCB foundation is to educate parents with accurate and balanced information about cord blood banking, medical therapies and cord blood storage options.

Human Tissue Authority

WHO? The HTA were set up in 2005 and were created by Parliament as a non-departmental public body of the Department of Health and Social Care. They regulate organisations that remove, store and use human tissue for a range of uses.


WHO? National institute for Health and Care Excellence provides national guidance and advice to improve health and social care.

Our Customer Care team are on hand for any questions that you may have