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.