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Advertiser: BVG Airflo Group
Codes:ASAI Code 6th Edition: 2.1, 2.9
A Groupon deal for Raspberry Ketone Supplements stated:
“Raspberry Ketone Supplements
Vitamin supplements aimed at helping with weight management;
Raspberry ketones: compound occurring in raspberries;”
The complainant considered that the advertising was misleading as the claim “Vitamin supplements aimed at helping with weight management” was not allowed under EU regulations.
ASAI asked the advertisers to substantiate the claim made in the advertising.
The advertisers stated that they did not claim that the vitamins helped with weight management but had stated that they were aimed at helping with weight management which was a true statement. They also stated that they had not made any claims that the product would help people ‘lose weight’. They stated that it could form part of a diet and fitness plan which was why they had described it as aiming to help with weight management.
The Complaints Committee considered the detail of the complaint and the advertisers’ response, together with the advertisers’ further comments in the matter. The Committee did not comment on EU Regulations. The Committee considered, however, that the use of the wording “aimed at helping with weight management” would be understood by consumers to be a product claim for Raspberry Ketone supplements and it therefore required substantiation. As the advertisers had not provided the substantiation requested by the Secretariat the Committee considered it was in breach of Section 2.9 of the Code.
The Complaints Committee told BVG Airflo not to repeat the advertised offer unless they could provide substantiation for the claims made.