The ASAI, the Advertising Standards Authority, has upheld a complaint about slimming capsules after a consumer complained that the pills worked by making one defecate more quickly.
The complaint concerned an advertisement for Plavsna, which claimed to be a "new revolutionary slimming substance" that worked through the accumulation and absorption of fat. Testimonials claimed two people had lost 9lb and 6½lb a week and cited research by a Dr Slausberg in Sweden.
Readers questioned the veracity and efficacy of the claims and said there was no information on the internet about Dr Slausberg.
In response, Plavsna Ireland said one complainant was motivated by "activist issues" and not by the content of the advertising. The company expressed concern about releasing precise technical information as this was commercially sensitive and could be used by competitors.
After further requests from the ASAI, the company submitted some technical information about Chitosan, the active ingredient in Plavsna, but said it was still concerned about releasing precise technical information or details of research studies.
In its determination, the ASAI said it was not acceptable for the advertiser not to submit full details of its research. It considered the claims made in the advertisement had not been substantiated and said the levels of weight loss advertised were not in line with best practice.
The authority upheld a separate complaint about a slimming product offered by Patrick Fox Hypnotherapy, which claimed in an advertisement that people could lose "up to three sizes quickly with no major effort". The advertisement featured two photographs of a woman in a bikini.
A complainant said the photos had been digitally altered.
After contact from the ASAI, the advertisers agreed to drop the word "quickly" from the advertisement but confirmed the photos had been digitally altered. The authority ruled that it was not acceptable to present digitally altered photographs as "before" and "after" images.
Thirteen advertisements are adjudicated upon in the latest bulletin published by the ASAI. Eight of the 11 complaints by consumers were upheld.
Digiweb and Muldowney were both criticised for failing to respond to complaints made about their advertisements, which complaints were both upheld.