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Kelvinring 44
2952 BG Alblasserdam

(UK address)
Slington House
Rankine Road
RG24 8PH

Trading As:
Finitro Forte Plus

Background Information

Misleading Advertising: Finitro is in breach of the UK Advertising Standards Code for making unsubstantiated efficacy claims for Finitro Forte Plus.

On 21 September 2011 the ASA published an adjudication against claims on the website (see below) for Finitro Forte Plus. The website claimed that the Finitro Forte Plus supplement could produce, rebuild and recover cartilage and treat rheumatism, arthritis and other joint pains.  Finitro did not respond to the ASA’s enquiries so the complaints were upheld.  Following the ASA investigation, however, Finitro signed an assurance to confirm that the website would be amended to comply with the adjudication.

A further complaint about efficacy claims for Finitro Forte Plus was received on 3 January 2012. The ASA agreed to investigate the complaint in order to give Finitro another chance to respond. Finitro advised that they would not provide evidence to support the claims because it was based on confidential research.  On 18 April 2012 the ASA published a second adjudication against claims for Finitro Forte Plus. Finitro sent another assurance of future compliance.

In May 2012 the CAP Compliance team opened a case to check that complied with the adjudications. Despite a further assurance, the website continues to make efficacy claims for Finitro Forte Plus in breach of the adjudications.  Because of Finitro’s continued non-compliance we took the decision to place its details on this section of the ASA website on 6 June 2012.  These details shall remain in place until such time as Finitro has removed or appropriately amended the claims on its website to ensure compliance with the CAP Code.

Relevant Ruling

How to comply with the rules

For advice and training on the Advertising Codes please visit the CAP website.

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