Claims that a range of supplements could melt fat or build lean muscle have been banned by the ASA
Claims about a range of weight loss supplements have been banned after the regulator ruled that they were not authorised and breached advertising regulations.
The website proteinworld.com promoted products such as Fat Melter capsules, Slender Blend and Lean Muscle, each with a ‘How it helps you’ tab for consumers.
Northamptonshire Trading Standards complained that claims regarding the Slender Blend, Fat Melter Capsules, CLA powder, Aceytl L-Carnitine and Chlorella products, ranging from potentially aiding weight loss to building muscle, were not listed on the EU Register.
Protein World said the claims had been amended since the complaint was received and the website was a “work in progress” which was updated as they expanded as a business.
The Advertising Standards Authority (ASA) noted that only health claims listed as authorised on the EU Register were allowed in marketing communications.
It said it had not seen any evidence that claims used to promote the products, such as “help you to feel fuller for longer” and “support the development of lean and toned muscle” appeared on the register.
The names Slender Blend and Fat Melter were in themselves health claims which implied weight loss, while the ASA added that it had not seen evidence that this was authorised by the EU.
The regulator said it understood from the website description that CLA Powder contained Conjugated Linoleic Acid, but had not seen any evidence that it built lean muscle, attacked fat stores and improved mood and focus as claimed by Protein World.
The ASA ruled that the claims must not appear again in their current form, adding: “We told Protein World not to make health claims for foods if they were not listed as authorised in the EU Register.”