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Product: Leisure (Fitness Club)
Advertiser: Jump Fitness
Medium: Social Media (Facebook)
ASAI Code 7th Edition: 2.4(c), 4.1, 4.4, 4.9, 4.10, 11.1, 11.5
A Facebook post for Jump Fitness Wexford featured an image of a young woman jumping on a trampoline. The advertisers listed some of the health benefits associated with this exercise. One of the benefits referred to was:
“HELP IN PREVENTING AND ELIMINATING CANCER”
The complainant queried if it was acceptable to state in a marketing communication that this exercise could “Help in preventing and eliminating cancer”.
The advertisers said they were unaware that the claim existed. They said the information had been copied and pasted from someone else’s Facebook profile. They stated that the content should not have been there and that they had lacked picking up on finer written content. They said, however, that definitely positive thinking, exercising and happiness keeps cancer away.
The advertisers said the claim had been removed.
The Complaints Committee considered the detail of the complaint and the advertisers’ response.
The Committee welcomed the withdrawal of the claim which had referred to cancer. They noted that the Code contained specific rules in relation to substantiation requirements for health claims (11.1) and in relation to advertising that offered advice on, diagnosis of or treatment for conditions for which medical supervision should be sought (11.5). In the absence of substantiation and of evidence of the involvement of suitably qualified health professionals, they considered that the claim “Help in preventing and eliminating cancer’ had breached Sections 11.1 and 11.5 of the Code.
As the advertisement had already been removed no further action was required.