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Advertiser: Kiwi Country Clothing
Medium: Internet (Company Website), Online - Company Website
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 4.9, 11.1
The advertisement featuring images of various coloured socks referred to the following:
“Plain Possum socks KC730 €46.00. Available Now! 25% possum, 38% merino, 18% cotton, 15% nylon, 4% lycra. Very soft super warm with low maintenance. We suggest hand wash or cool machine wash every three to four weeks.
They also have the added benefit of soothing and healing cracked or chapped skin and have been proven to actually heal chilblains”.
The complainant said that they could not find any evidence to support the claim that the socks could “actually heal chilblains” as indicated. They queried whether there had been any tests conducted on the product to substantiate this claim.
The advertisers forwarded feedback from clients including GPs, occupational therapists and podiatrists on the benefits they encountered when wearing possum socks for various conditions of the feet, including chilblains.
They provided copies of various articles written in newspapers over the years on their products. They also provided photographic evidence of the healing process associated with wearing their socks for cracked skin. . They also provided an article on possum fur and another on chilblain symptoms, treatments and how to best manage them.
The Complaints Committee considered the detail of the complaint and the advertisers’ response, including client feedback and media articles.
The Committee noted the Code requirements in relation to substantiation, in particular the requirement in relation to claims about health products and treatments (11.1). They noted that no appropriate substantiation had been submitted to substantiate the claim that the product had been proven to heal chilblains. In the circumstances the Committee considered the advertising to be in breach of Sections 4.1, 4.4, 4.9 and 11.1 of the Code.
Action Required: The advertising should not appear in the same format again unless appropriate substantiation is available for the claims made.