Breaking News on Supplements, Health & Nutrition - Europe US edition | APAC edition

Read more breaking news


ASA ruling

UK sensors homeopathic weight loss claims

2 commentsBy Nicola Cottam , 13-Jun-2014
Last updated on 13-Jun-2014 at 12:39 GMT2014-06-13T12:39:44Z

ASA: “In light of the possible limitations of the methodology used, we considered that the study was unlikely to be sufficiently robust to support any weight loss claims.
ASA: “In light of the possible limitations of the methodology used, we considered that the study was unlikely to be sufficiently robust to support any weight loss claims."

The UK’s advertising watchdog has lambasted Slenderiiz UK for making insufficiently robust medicinal and weight loss claims on its website for its herbal homeopathic supplements - Slenderiix Drops and Xceler8 Drops.

The Advertising Standards Authority (ASA) kyboshed statements such as "Slenderiix ... alleviates hunger as it flushes fats and toxins from our systems" and "Xceler8 helps ensure maximum effectiveness when used with Slenderiix Drops ... " for what it said are unlicensed homeopathic products.

“There is a lot of advertising puffery but underlying that there needs to be substantiation,” said Matt Wilson at the ASA.

“Slenderiix has gone too far in this instance and the terminology does not reflect the product virtues.”

Slenderiix disputed the claims, explaining it had conducted a randomised, blind, placebo-controlled study, “exploring the relationship of an exclusive homeopathic weight loss tincture combined with therapeutic nutrition in relation to reversal of visceral adipose fat tissue stores and serum inflammatory markers.”

Insufficient detail

But the study group was deemed insufficiently representative with scant details about the group selection process and the methodology flawed with too many ambiguous variables.

The ASA was concerned that the lack of information regarding the group dynamics (the size and number of participants) could affect the authenticity of the results.

The 19 participants were chosen on the “basis of commitment to completing the 12 week course” however once split into groups details were vague and insufficient.

Individuals were asked to stick to a diet of 1250 calories per day and participate in an exercise programme, which they were allowed to select themselves

In addition, advertising suggested, “making fibrous vegetables like broccoli, cauliflower, and Brussels sprouts part of your lunch and dinner meals” to ensure faster weight loss.

Conclusions not convincing

The ruling maintained that both of these variables made it difficult to draw convincing conclusions about the effects of Slenderiix and Xceler8 since any weight loss achieved could be the result of reduced calorific intake or exercise.

“In light of the possible limitations of the methodology used, we considered that the study was unlikely to be sufficiently robust to support any weight loss claims,” it said.

The fact that the homeopathic medicinal products were not registered with the UK’s Medicines and Healthcare Products Regulatory Agency (MHRA) was also cause for concern.

The ASA added that the information on marketing communications should reflect those on product labels.

Slenderiix was asked to remove the spurious claims from its website and banned from using medicinal claims on these products.


2 comments (Comments are now closed)

Good to see that claims seems to have been checked

It seems to be a good thing that UK’s advertising watchdog has apparently looked at one or more claims made.

In my opinion, I think that having this stance in front of business that sell supplement may be beneficial.


Report abuse

Posted by Tik
13 June 2014 | 20h212014-06-13T20:21:04Z

ASA is itself bogus

We need to realize that the ASA is a private corporation that refuses to disclose who it's "experts" are and carries no legal or statutory authority. It's about time the ASA was investigated for having ties to militant media skeptic groups who have a self-professed mission of campaigning against ANY non-pharma based treatments including nutritional specialty products, supplements, herbs or Homeopathic substances.

Report abuse

Posted by Laurie Willberg
13 June 2014 | 18h512014-06-13T18:51:05Z

Related products

Live Supplier Webinars

Polyphenols tipped to become the way to innovate in Sports Nutrition
Orally bioavailable standardized botanical derivatives in sport nutrition: special focus on recovery in post-intense physical activities
Collagen in motion: move freely and keep your injuries in check
Leading manufacturer of gelatine and collagen peptides
Life’s too short for slow proteins. Whey proteins hydrolysates: Fast delivery for enhanced performance
Arla Foods Ingredients
What it Takes to Compete and Win in Today’s Sports Nutrition Market
Sports Nutrition Snapshot: Key regional drivers and delivery format innovations
William Reed Business Media
Gutsy performance: How can microbiome modulation help athletes and weekend warriors
William Reed Business Media
Pushing the boundaries: Where’s the line between ‘cutting edge nutrition’ and doping
William Reed Business Media
Alpha & Omega in Sports Nutrition – Using Omega 3’s and A-GPC to improve performance and recovery.
KD Pharma

On demand Supplier Webinars

High-amylose maize starch may reduce the risk of type 2 diabetes: what does this qualified health claim mean?
Balancing Innovation and Risk in Sports Nutrition Ingredients
Explaining bio-hacking: is there a marketing opportunity for food companies?
William Reed Business Media
Personalized Nutrition – how an industry can take part in shaping the future of Nutrition
BASF Nutrition & Health
Find out Nutritional and ingredient lifecycle solutions and strategies!
Is the time rIpe for I-nutrition?
William Reed Business Media
The Advantage of Outsourcing Fermentation-based Manufacturing Processes
Evonik Health Care
All supplier webinars