The International Association for the Study of Obesity (IASO) and two others complained about whether the marketing was substantiated for Omega Pharma’s XLS Medical product containing Litramine – a fibre form. The product is registered as a medical device.
In dismissing the IASO concerns, the ASA said the clinical evidence backed the claims such as: "A study has shown that XLS Medical combined with eating less and keeping active could help you lose up to three times more weight than dieting alone".
The voluntary agency said: “We noted that the trial submitted was a robust, double-blind placebo controlled trial. During the 12-week treatment period, subjects received either two tablets of XLS-Medical or a matching placebo, three times a day and were instructed to maintain a nutritionally balanced and calorie-reduced diet throughout the two-week run-in phase and the 12-week treatment phase.”
“At the end of the trial the mean difference observed in weight between the placebo and treatment groups was a 2.6-fold increase in weight loss when Litramine was used at a dose of 3 g/day. We therefore considered that the study substantiated the efficacy of Litramine as a weight loss treatment.”
The campaign had previously been approved by the broadcasting adviser, Clearcast.