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Weight control: Cellulite
held in the first instance (Lamphall Ltd, 11 December 2013). See Weight control: Medical … Procedures and Weight control: testimonials. What about medicinal products? Marketers … products Regulatory Agency (MHRA). See Health: Medical devices. See Weight control: General
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Weight control: Chitosan
Chitosan is often sold in tablet form as a “fat binder” and it is claimed that the product is effective at limiting fat absorption in the body. Marketers should tread carefully when promoting Chitosan, due to a lack of sufficient evidence to support such claims. • Consider whether your product is a medical device or a food • Don’t make efficacy claims • Don’t underestimate the level of evidence required • Beware of making safety claims • Don’t encourage irresponsible use Consider whether your product is a medical device or a food While some marketers refer to fat binders as “supplements”, if the product is classed as a medical device, it won’t also be considered a food supplement for the purpose of the CAP Code. If the product is classed as a medical device, marketers should ensure that they hold rigorous product specific scientific data, which proves that a medical device which acts as a fat binder can work as described (rule 12.1). See Weight control: Fat binders. Under The Medical Devices Regulations 2002, all medical devices must be appropriately certified and be registered with the Medicines and Healthcare products Regulatory Agency (MHRA). See Healthcare: Medical devices. If the product is not a medical device, it is likely to be considered a food supplement and therefore the Food rules (Section 15) will apply, in addition to any relevant Weight control and slimming rules (Section 13). Weight loss claims are considered to be health claims and are only permitted if they are authorised on the GB (NHC) Register. See Weight control: Food and Food supplements and Food: Health claims. Be mindful of making efficacy claims for medical devices The ASA has ruled against ads promoting products containing Chitosan as “fat binders” and claims that Chitosan works in the human gut to limit the absorption of fat into the body (Direct Healthcare Ltd, 28 March 2012). Despite the submission of a number of published articles and many documents in support of claims for efficacy, the ASA or CAP are yet to be convinced about the weight loss capabilities of Chitosan. As such, marketers should not make any efficacy claims whatsoever, unless they hold robust evidence consisting of product specific clinical trials on human subjects. See Substantiation for health, beauty and slimming claims. Don’t underestimate the level of evidence required Much of the evidence that the ASA has reviewed in relation to efficacy claims for Chitosan containing medical devices has included studies conducted on animals and on human subjects but has related to the management of hypercholesterolaemia, rather than to weight loss specifically (Rainbow Corporation Pte Ltd, 20 October 2010). Other evidence submitted has not been product specific or carried out on human subjects (Direct Healthcare Ltd, 28 March 2012) and as such, fell short of the level and type of evidence required. Beware of making safety claims The Code prohibits marketers from promoting any product as being safe or effective, merely because it is “natural” (rule 12.10). Claims such as "Since it is an entirely natural product, Xipisan causes no side effects, no chemical alteration of the bodys [sic] metabolism, no dangerous dehydration nor depression” and " ... diet pill with no side effects" have been ruled in breach of rule 12.9 (Famous Rainbow Corporation Pte Ltd, 20 October 2010). Don’t encourage irresponsible use Marketers must not encourage consumers to use a product irresponsibly, including using a product to excess (rule 12.9). The claim "If you want to lose weight normally, take one capsule before each meal. If you feel you are very overweight, take up to two capsules before each meal ... ", for a Chitosan containing product, was found to breach the Code in this way (Famous Rainbow Corporation Pte Ltd, 20 October 2010). Marketers are advised to read Weight control: Fat binders and other entries on “Weight control".
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Weight control: Complementary therapies
CAP understands that there is little convincing evidence for the effectiveness of complementary therapies for reducing body weight. See guidance on the level of substantiation expected in health, beauty and slimming claims for the evidence the ASA expects. Hypnotherapy Other therapies Homeopathic products Testimonials and before and after photos Obesity Hypnotherapy The ASA and CAP are likely to accept that hypnotherapy might be able to help subjects who really want to succeed in controlling food addictions or cravings, however, marketers must implicitly or explicitly state that willpower plays a role, and should not suggest that achieving that control is easy or guaranteed (Rule 12.8). Marketers should not imply that hypnotherapy alone causes weight loss, and nothing in the ad should undermine the need to control calories (Leamington Hypnotherapy Clinic, 27 March 2013). See Health: Hypnotherapy. Marketers promoting hypnotic gastric bands should ensure they do not guarantee results. Prominence must be given to the role of the diet and ads should not give the impression that dieters cannot fail or can eat as much as they like and still lose weight. In May 2023, the ASA ruled against a social media post which stated “We currently have our ‘Hypnotic Gastric Band Program’ on special offer. Our Hypnotic Band has been used by thousands of people worldwide. It provides the perfect solution for people who are not able to exercise or do not want to forbid certain foods from their diet”, “Order now and have it to use whenever you are ready to make your hypnotherapy weight loss journey” and “95% Success Rate”. It featured before and after photos of a woman who was visibly slimmer in the second image and the claim “Virtual Gastric Band 3 week program. 3 weeks is all we need”. Because the advertiser was unable to provide evidence that the advertised product acted like a gastric band, had a 95% success rate or would result in noticeable weight loss within three weeks the ASA ruled that the ad was misleading (Pure Clear Minds Ltd, 10 May 2023). Other therapies The ASA ruled against an ad for chiropractic treatment which stated, “A re-charged nervous system, Increased energy levels, Improved immune function, A healthy toned body?” because while it understood that chiropractic treatment could influence muscle tone, the objective claims in the ad would need to be supported by a high level of scientific evidence, which had not been presented (Advanced Wellness Chiropractic Clinic, 1 May 2013). See Chiropractic. The ASA also received complaint that a therapeutic couch could break down cellulite, decompose fat, produce the same effect as running 20-30 km, burn up to 1000 calories and improve the cardiovascular system. The ASA considered that the ad contained breakthrough claims that required a body of robust scientific evidence, such as clinical trials conducted on people, in order to substantiate them, which the advertiser was unable to show (Nuga Best UK & Ireland, 30 March 2011). In April 2013 the ASA upheld a complaint about an ad for Crystal therapy, which claimed to treat a variety of conditions as well as making claims about weight loss because the marketer was unable to substantiate their claims (Spirit Walker Crystals, 17 April 2013). See Crystal therapy. The ASA has upheld complaints that challenged weight loss claims made about traditional Chinese methods, and it has seen no evidence to suggest that acupuncture, acupressure or herbal treatments can result in weight loss (Chinese Medicine Centre, 14 January 2004; Acu Herbs Chinese Medicine Centre, 3 April 2004, and Great Chinese Herbal Medicine Ltd, 7 December 2005). See Therapies: Chinese herbal medicine or traditional Chinese medicine Homeopathic products Rule 12.20 of the Code states that homeopathic medicinal products must be registered in the UK. Any product information given in the marketing communication should be confined to what appears on the label. And marketing communications for an unlicenced product must not make a medicinal claim, therapeutic claim or refer to an ailment, unless authorised by the MHRA to do so. A complaint about a website promoting homeopathic products which accompanied a 1250-calorie weight loss program was Upheld by the ASA. The ASA considered that an ad which stated, “Slenderiix ... alleviates hunger as it flushes fats and toxins from our systems… signals your hypothalamus to mobilize fat out of your body's fat storage areas makes it available for you to burn as you go…begin to curb your hunger and release fat stores to help feed your body…it optimizes absorption of everything you eat and drink…” made medicinal claims in relation to unlicensed products (Slenderiiz UK, 11 June 2014). See Health: Homeopathic medicines Testimonials and before and after photos Marketers should hold signed and dated proof to demonstrate that a testimonial is genuine, but testimonials that are not supported by trials do not constitute adequate substantiation (13.1). See Weight control: Testimonials Obesity Marketers who are not suitably qualified should not reference or otherwise target people suffering from obesity, because obesity is frequently associated … linoleic acid (CLA) Weight control: Glycaemic index (GI) … Weight
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Weight control: Medical procedures
, laser lipolysis, focused ultrasound, tummy tucks and other weight control procedures. Such procedures … Contour Clinic, 21 August 2013). See Weight control: Cellulite. The ASA also found that weight loss … July 2023). See Weight control: Testimonials, Claims in testimonials and endorsements and
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Weight control: Exercise
alongside a good diet are likely to be acceptable. See Weight control: General, Weight … control: Exercise devices and other “Weight control” entries. … stated time period (for example, “lose 8lb in a month”) are not permitted for any weight
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Weight control: Garments
It is legitimate to market tight-fitting or figure-enhancing garments as offering short-term loss of girth and the temporary appearance of weight loss. However, loss of girth must not be portrayed as permanent or confused with weight or fat reduction (Rule 13.12). Neither the ASA nor CAP has seen evidence that garments, such as textured shorts, girdles and body sculpting underwear, can result in weight or fat loss, or that they can improve tone by increasing body temperature, perspiration level or resistance. In 2012 the ASA considered that claims that a garment could “melt away toxins and fat” and that one could “Lose up to 5 inches from your waist and hips” and "Drop a dress size instantly” would be understood to be weight or fat loss claims, and because the advertiser did not provide sufficient evidence to support the claims, the complaints were upheld (8 London (International) Ltd, 28 August 2013, Celu-Lite Ltd, 22 August 2012) Similarly, an ad for leggings which stated, “SlimTech technology which is designed to accelerate fat loss” was found to be misleading because the marketer was unable provide the ASA with sufficient evidence to support the stated claims (Debenhams Retail plc, 17 April 2013). In 2020 the ASA considered advertising claims that a ‘Fat Freezing & Inch Loss Belt’ would “freeze stubborn fat cells which the body then expels naturally” and told users that they could “Lose inches in a few weeks without changing your diet or exercise, spot target areas you want to lose weight from like stomach, thighs all at home”. In that case the advertiser failed to respond to challenges of efficacy and was therefore unable to substantiate the claims (L(A)B Life and Beauty, 16 December 2020). More recently, in 2022, the ASA found that an ad for corset-style shapewear misleadingly equated the advertised product with weight loss surgery and implied that its effects were permanent rather than, at best, a short term reduction in girth caused by compression. They also criticised the advertiser for exploiting people’s insecurities around body image (Person(s) unknown, 10 August 2002). See Weight Control: General, Weight Control: Obesity Weight Control: Cellulite and other “Weight Control” entries Also see Guidance on the level of substantiation expected in health, beauty and slimming claims.
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Weight control: Fat binders
Is the product a medical device? Substantiation Is the product a food supplement? What about obesity references? What about references to a rate of weight loss? Is the product a medical device? While some marketers refer to so-called fat binders as “supplements”, many genuine ‘fat binders’ will be classed as medical devices and should be appropriately certified and registered. Marketers should seek advice from the Medicines and Healthcare products Regulatory Agency (MHRA) to ensure the product classification is correct. CAP understands that fat binders work by limiting the amount of fat the body absorbs from food intake. If the product is classed as a medical device, marketers should ensure that they hold rigorous product specific scientific data, which proves that a medical device which acts as a fat binder can work as described (rule 12.1). See CAP advice on Medical Devices. In 2013, the ASA investigated a complaint made by The International Association for the Study of Obesity (IASO) about a fat-binding weight loss pill. The voiceover in the TV ad said, “A study has shown that XLS Medical combined with eating less and keeping active could help you lose up to three times more weight than dieting alone". The studies provided by the marketer showed that the advertised product had been effective in promoting weight loss and that it could help consumers lose up to three times more weight. On that basis, the ad was Not Upheld (Omega Pharma Ltd, 17 April 2013). Substantiation In 2022 the ASA investigated a complaint from a trading standards department about an ad for a gel that claimed “Binds to fat cells, shrinking them and dissolving the fat” noting that the various ‘before and after’ images would be interpreted as objective visual claims of previous customers’ results. Because the advertiser did not provide any of the clinical trials referred to in the ad, or any other evidence to support their product’s efficacy, the complaint was upheld (Liquid Lipo Ltd 18 May 2022). See CAP Guidance on Substantiation for health, beauty and slimming claims. Is the product a food supplement? If the product is not classed as a medical device, it may be food supplement and therefore the Food Rules (section 15) will apply in addition to any relevant Weight Control and Slimming rules (section 13). Claims linked to fat reduction or weight loss are likely to be considered health claims and only likely to be acceptable if they are authorised on the GB NHC register in relation to a ingredient in this product. Please read our in-depth advice on Weight control: Food and Food supplements What about obesity references? Claims that a fat binding product can be used for the treatment of obesity is likely to be considered to discourage essential medical treatment, unless that treatment is to be carried out under the supervision of a suitably
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Weight control: General
to read the associated entries on “Weight control" linked below. Prescription-only … notice against marketers advertising the medicine to the public. See Weight control: Prescription … the form of clinical trials. See Weight control: Claims in names Obesity Overweight is
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Weight control: Body wraps
gained from water loss. See Weight Control: General, Weight Control: Obesity … , Weight Control: Cellulite and CAP Guidance on Substantiation for health, beauty and slimming claims.
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Weight control: Testimonials
weight control products and services (rules 3.47 to 3.50) The rules indicate that testimonials … , factual claims in testimonials, including those for weight control products and services, must not … that customer testimonials are not evidence of efficacy. The Weight Control section of the Code
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Weight control: Prescription-only medicines
complaints about social media ads for a prescription-only weight control product posted by … and after photographs for non-POM products are also subject to the rules on Weight control and
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Weight control: Calorie-controlled diets
Advice on Weight control: Food and food supplements. Safety and social responsibility … is directly or indirectly referenced in the advertisement. See Weight control: Prescription … -only medicines See other entries in the ‘Weight Control: General, Weight control: pills
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Weight control: Glycaemic index (GI)
What is the glycaemic index? Classifications Claims for foods What is the glycaemic index? The glycaemic index (GI) is a rating system for foods containing carbohydrates according to their effects on blood sugar levels. The GI takes the total available carbohydrate in a food into account. A food may contain fats and other components that result in a rise in blood sugar, the effects of which are not reflected in the GI. The glycaemic load (GL) of food is a number that estimates how much the food will raise a person's blood glucose level. It is measured by multiplying the glycaemic index of the food in question by the carbohydrate content of the actual serving (Glycaemic load (GL) = GI of a food x amount carbohydrate in an average serving (g). Factual statements of the GI value of a food should be based on that standard methodology, ideally measured in a laboratory that adheres to a suitable Quality Assurance scheme. Published tables list the GI of many commonly consumed foods (for example, Foster-Powell K et al, 2002). CAP and the ASA are likely to use reputable published tables as a substitute for specific testing if the food in question is equivalent in nutritional content and extent or type of processing. Classifications Classifications should be based on these established cut-offs: Glycaemic index • High GI: 70 or more • Medium GI: 56 to 69 • Low GI: 55 or less Glycaemic load per meal or food • Low GL: 10 or less • High GL: 20 or more Glycaemic load per day • Low GL for the day: 80 or less • High GL for the day: 120 or more Claims for foods CAP believes that it is inappropriate to make low GI claims for foods such as meat and unsweetened dairy products that contain few or no carbohydrates. Low GI or low GL diets are not necessarily low in calories. Low GI foods may be recommended for weight loss only as part of a calorie-controlled eating plan and as part of a balanced diet. The GI of a standard food can be altered by factors such as combining low GI foods with high GI ones to give a medium GI meal, the pH of the meal (for example, adding lemon juice lowers GI), processing, cooking or the presence or addition of amylose or amylopectins. The addition of ingredients to lower the GI of high-calorie or high-fat foods cannot be used as the basis of weight loss claims. Marketers promoting a food (including soft drinks) or food supplements in relation to weight should take the Food Rules into account and note that weight loss and other claims of this nature, which directly result in an effect on one’s health, are considered to be health claims for the purposes of Section 15 of the Code. Article 2 of Regulation (EC) 1924/2006 on Nutrition and Health claims made for Foods, defines a health claim as “any claim that states, suggests or implies that a relationship exists between a food category, a food or one of its constituents and health...” A health claim for a food should only be made if the claim is “authorised” and listed on the Great Britain nutrition and health claims (NHC) register (15.1). See Weight control: Food and Food supplements. The claim "slow release energy" is likely to be considered a health claim and should comply with Section 15 of the Code. The ASA ruled that a claim that implied that, because fructose had a lower glycaemic index or load, it would provide the health benefit of a slower and lower rise in blood glucose levels compared to foods containing sucrose or glucose was a specific health claim and so should only be used if authorised. (Frank's Ice Cream Ltd, 29 March 2023). High fat, low carb diets might also fall under this definition. As always, advertisers must ensure they don’t offer treatments for serious medical conditions, like obesity, and that any diet plans they offer are nutritionally well balanced. Most importantly, they should ensure that any claims they make can be substantiated: Substantiation for health, beauty and slimming claims. (ASC Twelve Ltd, 13 February 2019). Consumers are likely to understand changing or restricting what they eat to be a diet and marketers should therefore not describe such programmes … control: Calorie-controlled diets, Weight control: Testimonials. … Weight
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Weight control: Claims in names
Substantiation Food product names Alcoholic drinks names Product labels in ads Substantiation CAP considers that if an advertiser is unable to substantiate a claim, it is not normally acceptable for the product’s name to imply (either directly or indirectly) that same claim. Even if the ad contains no specific claims, if the ASA believes that readers might infer that the product can contribute to weight loss, the ASA or CAP will almost certainly ask the marketer to amend their ad if the weight loss claim is not supported by robust documentary evidence, most likely in the form of clinical trials. Some marketers have tried to circumvent the Code’s requirements by placing ads whose content does not include any efficacy claims, but where the featured product or company name itself implies weight loss or fat loss. Past examples have included “Fat-magnet”, “Fat-Blocker”, “Fat Attack”, “Fat Trapper”, “Exercise in a Bottle”, “Metabolism” and “Tummy tuck sticks”. It is not likely to be acceptable to qualify claims in product names with a disclaimer explaining that the implied weight control efficacy will not take place as this would likely be seen to contradict the impression given by the product name. Food product names For foods, all product and brand names must comply with the Regulations and Section 15 of the Code. A health claim for a food should only be made if the claim is “authorised” and listed on the GB NHC Register (15.1). Similarly, nutrition claims are only permissible if they appear on the Nutrition claims section of the Register. Ads must conform with the conditions set out in the GB Register for both health and nutrition claims. If a product name states or implies a health or nutrition claim, it must be accompanied by a relevant authorised health or nutrition claim from the GB NHC Register. If there are no relevant authorised claims on the Register it could potentially mean the product name is making an unauthorised health claim. Some exemptions for food products previously applied. For example, registered trademarks or brand names that existed before 1 January 2005 did not have to comply with this requirement until January 2022. (Vitabiotics Ltd, 26 March 2014). However, because this period has passed, trademarked product names are now likely to be treated in the same way as non-trademarked product names. Marketers who previously relied on the exemption are advised to obtain legal advice on the use of the product name in advertising going forward. The ASA ruled against the trademarked brand name “Skinny Spices” would be understood as a health claim about weight loss or maintenance must therefore be accompanied by an authorised health claim relating to either weight loss or maintenance. Because it was not, the ad breached the Code. (Not Guilty Food Co Ltd, 14 April 2021). Alcoholic drinks names Marketing communications for alcohol must not make any health, fitness or weight-control claims. The only permitted nutrition claims that could be made in relation to alcohol were “low-alcohol”, “reduced alcohol” and “reduced energy”. The ASA ruled against an ad for ‘Skinny Rebel’ wine on the basis that consumers would understand the product name to mean that the product could help to maintain or lose weight or could help to maintain weight when compared to alternative products. Because the name was used for a range of wine spritzer cocktails, and it was not permitted to make health or weight-control claims for alcoholic products, the trademarked name breached the Code (Rebel Wine Ltd 23 August 2023). Product labels in ads The code applies to label claims where they appear in advertising. The ASA ruled against the fancy name “Curb Crave” that was shown on a product featured in an ad on the basis that it was a health claim not accompanied by an authorised health claim (Ovira Australia 11 December 2024) See Weight Control: General and other ‘weight control’ entries. See also, Food: General, Food: General Health Claims’ and Food: Health Claims
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Weight control: Pills, medicines and patches
Prescription-only medicines (POMs) GLP-1 POM comparisons Medicines, Medical devices and Traditional Herbal Remedies Metabolism Substantiation Fat binders Patches Obesity Prescription-only medicines (POMs) Medicines should not be advertised to the public unless the marketer holds a valid licence, marketing authorisation or registration and claims in ads should conform to the authorisation (Rule 12.11). Marketers should refer to the Medicines and Healthcare products Regulatory Agency (MHRA) for advice. Prescription-only medicines (POMs) are a specific class of medicine. A POM has to be prescribed by a doctor or other authorised health professional and it has to be dispensed from a pharmacy or from another specifically licensed place. Prescription-only medicines (POMs) cannot be advertised to the public (rule 12.12) Following an influx of complaints about ads for POM treatments for weight-loss in 2020, CAP issued an enforcement notice against marketers advertising the medicine to the public. GLP-1 POM comparisons The ASA has ruled against ads for food supplements that state or imply that the advertised product has the same effect as those associated with prescription-only medicines used for weight loss. The ads breached the code because, by comparing them to GLP-1 injections, the ads implied similar effects and efficacy and thus were medicinal by presentation. Because medicinal by presentation and not authorised, they breached the code that prohibited claims that a food can prevent, treat or cure human disease. (Arrae Inc, Evolution Slimming Ltd, Myota GmbH, Ovira Australia, The Clean Supps LLC, 6 August 2025) Don’t claim that a food supplement could prevent, treat or cure human disease, or make medicinal claims for a product that does not have the necessary authorisation. The following examples are likely to be considered medicinal in this context: claims that the product has an effect on GLP-1 production or provides other effects associated with prescription-only medicines used for weight loss. claims to reduce hunger or cravings (Evolution Slimming Ltd, 6 August 2025) Claims that imply a product has the same weight-loss effects as GLP-1 POMs In the context of an ad refers to GLP-1, and consequentially made a comparison with POMs used for weight loss, the ASA also considered the following claims to be medicinal claims: “Supports blood sugar balance”, “Improve metabolic health”, “Struggling with […] stubborn weight?”, “Balanced Blood Sugar – No more energy crashes […] and Gut Health Support – Optimizes microbiome for digestion” and “your body’s natural metabolic switch!”. As usual, don’t: make specific health claims unless they were authorised on the GB Register, or general health claims unless they are accompanied by an authorised health claims use medical professionals to endorse food supplements (or medicines) or make health claims which referred to the recommendation of a health professional. (Ovira Australia, 6 August 2025) refer to a rate of weight loss (Arrae Inc, 6 August 2025) Make a specific health claim in a product’s name (Ovira Australia, 6 August 2025) Medicines, Medical devices and Traditional Herbal Remedies Marketers should neither state or imply they are offering medicines if they are not (nor imply products have been clinically tested or medically approved if they have not (Lipstick Gangster Ltd, 12 July 2023) For products that have been authorised by the MHRA, advertised claims should not exceed those specified in the marketing authorisation. The ASA has previously upheld complaints against and ad for a herbal remedy, despite the MHRA authorisation of the product, because the claims in the ad went further than the marketing authorisation allowed. Metabolism Marketers should bear in mind that any ingested products that claim to affect metabolism may be medicinal and therefore prohibited by rule 12.11, unless licensed by the Medicines and Healthcare products Regulatory Agency (MHRA). Claims such as “decrease appetite”, “burn fat” and “speed up metabolism” are likely to be medicinal and should not be made for unauthorised products. Marketers for slimming products that make such claims should first consult the MHRA to ensure their claims do not breach the medicines regulations. Substantiation CAP is aware of unlicensed slimming pills, herbal remedies and patches that purport to aid weight loss. Neither CAP nor the ASA has seen convincing evidence that such unlicensed products can result in weight loss (Liquid Lipo Ltd, 18 May 2022). ‘Breakthrough’ or new claims should be supported by a body of evidence, not just one study. Objective claims, whether direct or implied, in ads for weight control products must be backed by evidence. Usually this means a body of … control: Fat binders and Weight control: chitosan. If the product is not classed as a … (section 15) will apply in addition to any relevant Weight Control and Slimming rules
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Weight control: Food and Food Supplements
compliance with Regulation (EC) 1924/2006 Health claims (general) Health claims (weight control) A … (weight control) Marketers promoting a food, soft drink or food supplements in relation to weight … Ovira Australia, 6 August 2025. See Weight control: Claims in names GLP-1 POM comparisons
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Weight control: Conjugated linoleic acid (CLA)
prohibited for all foods (Rule 15.6.2) See Weight control: Food and Food Supplements … claims and other entries on “Food” and "weight control"
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Weight control: Obesity and lifestyle weight management programmes
. See Weight control: General, Weight Control: Testimonials, Weight control: pills medicines and … patches, Weight control: Food and Food Supplements, Therapies: Nutritional Therapy and other “Weight control” entries