Makers of a weight loss supplement containing extracts of exotic fruits have been hauled up by the UK's Advertising Standards Agency (ASA) for making unsubstantiated claims about the product's efficacy in a direct mailing.
Naturland RB&M Research claimed that the papaya, grapefruit and pineapple enzymes in Phytostol 9 were known for their slimming properties and were used by the pharmaceutical industry for their dietary properties. They asserted that they had received many testimonials from satisfied customers.
The ASA concluded that the mailing was misleading and told the advertisers not to advertise efficacy claims for similar products unless they could provide evidence such as rigorous scientific trials on people.
The complaint, brought by the Food Commission and members of the public, was for a letter and leaflet about the supplement claiming that it was 'guaranteed to help you lose up to 10 lbs per week without changing your diet and no tiring exercises. What's more you won't put a single ounce back on…'