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Product: Health & Beauty
Advertiser: Miss Fit Skinny Tea
Medium: Regional Press
Codes:ASAI Code 6th Edition: 2.7
The advertisement featured two slim well-toned ladies both in their underwear. One was lying down while the other was standing holding a mug in one hand and a packet of tea in the other. The text on the tea packaging read “Miss Fit Skinny Tea 14 Day Teatox”.
Further text which accompanied the above imagery stated:
“NO GYM REQUIRED
My secret? It’s Miss Fit Skinny Tea. What’s yours? The Teatox that’s brewing up a storm!”
Miss Fit Skinny Tea
The complainant considered that the advertisers were implying that those who made no other effort to lose weight, other than drink the tea in question for 14 days, could look like the two ladies featured in the advertisement.
The advertisers initially said that the onus was on the media concerned to respond to the complaint as they had been responsible for creating the advertisement.
The Secretariat subsequently informed the advertisers that the onus was on all advertisers to ensure that their advertising was in conformity with the Code and offered them a further period of time to respond. No response was received 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.
In the absence of a response from the advertisers, the complaint was upheld under Section 2.7 of the Code.
The advertisement should not be used in its current format again.