Type: General
Action: Contact Copy Advice
Sector: Health and beauty

The ASA has allowed advertisers to feature testimonials quoting weight loss claims of up to 3lbs a week in advertisements for slimming products, therapies or programmes that are proven to work. A recent ASA decision, however, reflected Department of Heath guidance and ruled that weight loss claims of up to only 2lbs a week are acceptable. Claims that people in general can lose precise amounts of weight within a stated period should not be made. Members who are in doubt about weight loss claims should contact the Copy Advice team before accepting slimming advertisements.