ASA Adjudication on The New Lifestyle Company Ltd

Ad

A regional press ad for SureSlim was headlined "We lost our weight with SureSlim, it really [underlined] works!". The ad showed four people with captions next to them that stated "I lost 4 stone", "I lost over 10 stone" and "I lost 5 stone". Further text stated "Your SureSlim eating plan includes: Personalised programs for rapid and permanent weight loss Tailored to your food preferences and lifestyle using normal everyday foods One to one support all the way Comprehensive blood tests Doctor's analysis and nutritional advice. Change you life today!" Text at the bottom of the page stated "SureSlim WELLNESS CLINIC The scientific approach to weight and wellness".

Issue

A consultant for Slimming World challenged whether the ad should state the period over which the weight loss claims had been achieved.   

CAP Code (Edition 11)

Response

The New Lifestyle Company Ltd (SureSlim) acknowledged that the ads should state the period over which the weight was lost and provided their assurance that they would amend ads accordingly in the future.

Assessment

Upheld

The ASA welcomed SureSlim's willingness to amend the ad. Because the ad did not state the period over which the weight loss claims were achieved, we concluded it was misleading.

The ad breached CAP Code clauses (7.1 Truthfulness) and 51.10 (Weight control).

Action

The ad must not appear again in its current form.

Adjudication of the ASA Council (Non-broadcast)