Vitabiotics remodels diabetes supplement adverts to meet ASA demands

By Shane Starling

- Last updated on GMT

Related tags Asa Vitamin Advertising Dietary supplement

Major UK supplements company Vitabiotics says it is about to launch a new series of advertisements backing a diabetes supplement after the UK advertising regulator took issue with its former campaign.

The UK Advertising Standards Authority (ASA) last month told Vitabiotics its science was not sufficient to back the claims it was making for the product – Diabetone – a sugar-free multivitamin designed for diabetics.

Vitabiotics spokesperson Lucy Balaam said the company​had taken the ASA ruling on board and was about to embark on a fresh campaign.

We take any queries from the ASA seriously and act responsibly to ensure all our advertising is open, honest and clear to the consumer,” ​Balaam told NutraIngredients.

“As a scientifically formulated food supplement, Diabetone is supported by a wealth of peer reviewed published data, including a three month randomised, double-blind, cross-over study on the product. We are working closely with the ASA’s Committee of Advertising Practice, in relation to the Diabetone advert which has now been amended in line with the comments of the ASA.

We are due to recommence advertising with the amended advert, which we understand has addressed the issues raised, subject to future wider consultations on specific interpretation and applications of ASA code.”

Vitabiotics said it had added new wording to emphasise that Diabetone is a vitamin and mineral supplement, “for those who wish to safeguard their daily diet”.

Its new adverts also emphasised that Diabetone was not a treatment for diabetes or metabolic control and should be used under medical professional guidance.

Although ASA rulings do not cover corporate online communications, Balaam said web pages devoted to information about the product would also be amended bring them into line with the ASA ruling.

Vitabiotics said the product that contains B vitamins, vitamin C, chromium, L-carnitine, biotin, magnesium and zinc was backed references to the individual vitamins and minerals and a randomised, double-blinded clinical study on the product itself.

But the ASA ruled the studies did not substantiate the claim that Diabetone could help maintain wellbeing among those with diabetes.

Coverage of the ruling can be found here.

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