UK weight loss supplements ads deemed misleading
Supplements manufacturer Goldshield Healthcare Direct
A weight management food supplement claiming fat-binding powers has been told to alter its marketing strategy by the UK advertising watchdog.
Advertising Standards Authority (ASA), which self-regulates the UK advertising industry, upheld seven complaints lodged against supplements manufacturer Goldshield Healthcare Direct over advertising for a product called LIPObind.
The supplement contained French supplier, Bio Serae's Neopuntia weight loss cactus extract, and had been approved by the Medicines and Healthcare products Regulatory Agency (MHRA) in the UK as a medical device.
It also met the requirements of the European Medical Devices Directive.
Breaches
But ASA noted the Directive did not harmonise EU law relating to the advertising of medical devices.
The MHRA had approved fat-binding and weight management claims for the supplement but the ASA said Goldshield had gone too far with some of the claims it was making in its advertising and therefore recommended amendment.
When notified of the potential breaches by the ASA, MHRA said claims that included, "Helps to Suppress Appetite", "Helps to Decrease Food Cravings" and "Helps Lower Blood Cholesterol", were outside of the product's "stated scope or purpose."
In response, Goldshields had offered to remove these claims.
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