UK watchdog rules against acai ageing, energy, weight ads

- Last updated on GMT

Related tags: Nutrition, Improve, Ageing, Asa

UK watchdog rules against acai ageing, energy, weight ads
UK start-up Cleanse & Detox.co.uk has been rapped by the UK Advertising Standards Authority (ASA) for making claims its supplements, “could reverse ageing, improve energy, or manage weight” along with other claims.

The ad text read: "The Acai berry ... with its amazing health benefits, including weight management, improvements in energy, improvements with digestion, helping detoxification, improving skin appearance, improving heart health, reducing the signs of aging, and the reduction of cholesterol levels."

But the ASA ruled the ads for the superfruit must cease as they were not backed in the literature.

“We noted that Cleanse & Detox.co.uk had provided no evidence to demonstrate that the product could reverse ageing, improve energy, manage weight or provide any other health benefit,”​ the ASA said.

” We also noted that they had provided no evidence that demonstrated the before and after images were genuine. We therefore concluded that the ad was misleading.”

Using its new online powers, the ASA took issue with statements on the Cleanse & Detox.co.uk website such as: “Cleanse with Acai 1200 The # 1 Anti Oxidant Super Food".

It then stated: "Look good, feel great, reverse ageing, improve energy and manage weight with 100% Pure Acai 1200…FLATTEN YOUR TUMMY AND FLUSH POUNDS OF WASTE".

The ads featured ‘before and after’ pictures.

The company did not respond to the ASA enquiries, a mobile phone number on the website went through to an answer service, and the claims continue to be made on the website.

Related news

Show more

Related products

show more

Pronativ® | An Essential Nutrient-Rich Protein

Pronativ® | An Essential Nutrient-Rich Protein

Lactalis Ingredients | 06-Jul-2020 | Technical / White Paper

Differentiate your protein product with a nutrient-rich protein ingredient.
Pronativ® native whey protein, produced by Lactalis Ingredients, is...

Reverse immune ageing with HRB probiotics formula

Reverse immune ageing with HRB probiotics formula

Morinaga Milk Industry Co., Ltd. | 29-Jun-2020 | Application Note

As the pace of population ageing around the world is rising dramatically, more people want to age healthily. Increasingly, consumer are on the search for...

Related suppliers

1 comment

Good for the UK authorities

Posted by Alex,

When will these start ups wake up and realize you can't just sell faith and take advantage of a naive public? Claims should be based on science. Do competent and reliable science on the product you're selling and then come out with qualified claims that are based on and supported by those studies.

Report abuse

Follow us

Products

View more

Webinars