Problem Food Claims: Skinny Fit Coffee breaks UK Ad Rules by making unauthorised health claims on its website skinnyfitcoffee.co.uk.
Section 15 of the CAP Code states that only health claims listed as “authorised” on the EU Register of Nutrition and Health claims are permitted in marketing communications. In order to comply, an advertiser needs to show that the specific health claims for each of their advertised products are listed as authorised on the EU Register and that the authorised claims relate to the relevant ingredient/s in the product. Similarly, any claim that states or implies that a food has particular beneficial nutritional properties because of its ingredients must comply with the criteria set out in the Annex to the EU Register.
The website www.skinnyfitcoffee.co.uk makes a number of unauthorised health claims including on the “28 DAY WEIGHT LOSS PROGRAM” webpage for Skinnea Coffee including “Helps increase weight loss”, “Contains 6 major weight loss ingredients”, “Supports a health metabolism”, “Gives a boost to daily performance”, “Contributes to increased energy levels”, “Skinnea Coffee has been specifically developed to help aid weight loss. It is the perfect everyday supplement to support your weight loss and help achieve your goals. We have brought together some of the finest natural weight loss ingredients on the market in a quick and easy instant coffee” and “see the results you want in the most simplest way possible”.
The ingredients within the products are not listed on the EU Register as authorised for the claimed effects, and as such, amount to unauthorised health claims. Therefore, the health claims should not be made for the Skinny Fit Coffee coffee.
Despite repeated requests from the CAP Compliance team, Skinny Fit Coffee continues to advertise problematic health claims and weight loss claims on its website, www.skinnyfitcoffee.co.uk.
Due to Gymheadz Sportswear Ltd’s, trading as Skinny Fit Coffee, non-compliance and disregard for the CAP Code, the CAP Compliance team took the decision to place its company details on this section of the ASA website on 22 August 2017. These details shall remain in place until Skinny Fit Coffee removes the claims outlined above from its website, www.skinnyfitcoffee.co.uk.