53 Molesworth Street
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Misleading Advertising – Fahrenheit60 Ltd is in breach of the UK Advertising Standards Code for making unproven efficacy claims about Aspire soft drink
The ASA published an adjudication against Fahrenheit60 Ltd on the 7 March 2011 (see below). The ASA investigated whether Fahrenheit60 Ltd could substantiate the efficacy claims for the Aspire soft drink on www.aspiredrinks.co.uk.
The website claimed that Aspire soft drink could create a thermogenic reaction which could increase metabolism and burn up to 200 calories per can. The website stated that Aspire contained a combination of the ingredients Guarana Extract, Green Tea Extract and L – Carnitine. The website claimed that these ingredients would boost the metabolism of the body, suppress appetite, accelerate weight loss and oxidise fat.
The ASA considered that the advertisers had not provided adequate evidence to substantiate efficacy claims that Aspire could burn on average 200 per calories per can or provided substantiation for the claims that Guarana extract, Green Tea extract, and L-Carnitine would raise metabolism, accelerate weight loss and oxidise fat.
The CAP Compliance Team has contacted Fahrenheit60 Ltd about the advertising of Aspire (http://aspiredrinks.co.uk). Fahrenheit60 Ltd has refused to provide an assurance that it will amend its website to ensure compliance with the ASA adjudication.
Because of Fahrenheit60 Ltd’s continued non compliance we took the decision to place its details on the ASA section of the website on 9 July 2012.
These details shall remain in place until such time as Fahrenheit60 Ltd has removed or appropriately amended the claims on its website to ensure compliance with the CAP Code.