Problem Food Claims: Skinny Coffee Club breaks UK Ad Rules by making unauthorised health claims on its website skinnycoffeeclub.com.
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.skinnycoffeeclub.com makes a number of unauthorised health claims for food supplements including “Clinically proven to lose weight fast”, “Increase Energy Levels”, “Helps maintain weight after weight loss” and “Burns fat fast and boosts metabolism”. 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 Coffee Club coffee.
Section 15 of the CAP Code also states that health claims that refer to a rate or amount of weight loss are not acceptable in marketing communications for food supplements.
The website also contains before and after images which refer to a specific amount of weight loss within a certain timeframe. As the product is a food supplement, health claims that refer to a rate or amount of weight loss breach the Code.
Despite repeated requests from the CAP Compliance team, Skinny Coffee Club continues to advertise problematic health claims and weight loss claims on its website, www.skinnycoffeeclub.com.
Due to Skinny Coffee Club Ltd’s 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 8 May 2017. These details shall remain in place until Skinny Coffee Club removes the claims outlined above from its website, www.skinnycoffeeclub.com.