Misleading Advertising: Intolerancelab Ltd t/a Intolerance Lab breaks the UK Ad Rules by making misleading claims to determine consumer food intolerances on the intolerancelab.co.uk website.
We understand Intolerance Lab uses “state-of-the-art American imported biotechnology equipment” to analyse hair and produce a list of food intolerances. The ASA has previously investigated claims about hair analysis and bioresonance techniques used in food intolerance testing and found there was insufficient evidence to support them.
The ASA received a complaint raising concerns about the Intolerance Lab website which made a number of claims about their ability to identify food intolerances and allergies. For example, “Whatever your intolerance is, we will find it and pinpoint it so you can avoid it in the future. It’s as simple as that”. The website also listed a number of medical conditions- such as Acne, Insomnia, Asthma and Joint Pains- which can then be addressed after the identification of these food intolerances and allergies. Consumers were likely to interpret from these claims that Intolerance Lab’s hair testing could provide an accurate list of food triggers which customers could then avoid to improve their health conditions.
Despite a number of requests from the Compliance team, Intolerance Lab have failed to amend or remove the problematic claims from their website. We therefore took the decision on 15 October to place them on this section of the ASA website. These details will remain in place until Intolerance Lab remove or amend the claims from intolerancelab.co.uk to ensure compliance with the CAP Code.