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Fitalifestyle

1 Harley Street
(Suite GR2)
London
W1G 9QD

Trading As:
seemycells.co.uk
Product:
Liquid Chlorophyll

Background Information

Misleading Advertising - Fitalifestyle Ltd t/a seemycells.co.uk has breached the UK Advertising Standards Code for making efficacy claims for Liquid Chlorophyll.

The advertiser offers a live blood testing service via the website www.seemycells.co.uk which aims to analyse blood to pinpoint deficiencies.  The seemycells website advertises a product called Liquid Chlorophyll that purports to be an alkaline supplement that cleanses and deodorizes the blood.

The ASA published an adjudication against Fitalifestyle Ltd t/a seemycells.co.uk on 1 June 2011. The adjudication stated that efficacy claims for Liquid Chlorophyll should not feature in Fitalifestyle’s marketing because no evidence was provided in their support. The ASA considered that claims such as "Chlorophyll is the most potent blood cleanser and deodorizer" and “Everyone should consume at least 20ml per day to ensure perfect health” implied that the product had proven health benefits and could be used to treat blood and circulation problems. Also, the ASA noted no documentation was supplied to show that the product had the relevant marketing authorisation to make those claims and therefore considered that the ad made medicinal claims for an unlicensed product.

Although the ASA has adjudicated against Fitalifestyle Ltd t/a seemycells.co.uk and has made several subsequent requests for an assurance of future compliance, Fitalifestyle Ltd t/a seemycells.co.uk continues to feature the problem claims on its website. Because of Fitalifestyle’s continued non- compliance we took the decision to place their details on this section of the ASA website on 15 November 2011. These details shall remain in place until such time as Fitalifestyle Ltd t/a seemycells.co.uk has removed or appropriately amended the claims on its website to ensure compliance with the ASA adjudication and the CAP Code.

Claims on the advertiser’s website, www.seemycells, for liquid chlorophyll, stated:

• “Liquid Chlorophyll is the most potent blood cleanser and deodorizer.”;

• “Liquid Chlorophyll has the identical chemical structure to haemoglobin in blood.  The only difference being the central atom in blood being iron and Chlorophyll's central atom being magnesium”;

• “Chlorophyll in liquid form is essential for creating healthy alkaline blood.” and

• “Everyone should consume at least 20ml per day to ensure perfect health.”

The complainant challenged whether those claims could be substantiated and the ASA challenged whether the ad made a medicinal claim for an unlicensed product.

The ASA considered that the ad implied that Liquid Chlorophyll had proven health benefits and could be used to treat blood and circulation problems. Fitalifestyle did not provide evidence in support of the efficacy claims for Liquid Chlorophyll in the ad. Because the ASA had not seen documentation to show that the product had the relevant marketing authorisation to make those claims, they considered that the ad made medicinal claims for an unlicensed product and therefore breached the Code.

This non-compliant online advertiser is, through Errol Denton, linked to another non-compliant online advertiser Live Blood Test.

Relevant Adjudication

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