The advertisers, through their Facebook page, referred to the following:
“€49 for your 3 day juice detox. Sale now on yes that is 15 X 500 ml bottles LOSE WEIGHT up to 8lbs and feel great. Delivered to your door or order on … Delivering all over Ireland”.
The complainant objected to the implication that up to 8lbs in weight could be lost in three days.
The advertisers failed to respond to the complaint.
The Complaints Committee considered the details of the complaint and expressed their concern at the advertisers’ failure to respond in the matter. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
The Committee noted that a weight loss of 8lbs in three days was not compatible with good medical or nutritional practice and considered therefore that the marketing communication breached Sections 9.10 and 9.11 of the Code.
The Committee also noted that no reply had been received from the advertisers and upheld the complaint under Section 2.7 of the Code.
The advertising should not be used in the same format again.