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ASA complaint: Supreme Slim

Supreme Slim is a product with no evidence that it has any effect on weight-loss, and brought out by an individual who worked for company selling the notorious Simply Slim product, but started marketing his newly developed product while working for that company!

A complaint has been laid with the ASA.

01 March 2010
Advertising Standards Authority of South Africa
Box 41555
Craighall 2024
 
Dear Sir or Madam:
 
Re: Supreme Slim
At http://www.supremeslim.co.za/, a weight-loss product is being advertised that makes claims that I argue cannot be substantiated and are therefore misleading.
 
1. Supreme Slim
The name of the product makes claims related to weight loss, for which there is no robust evidence of efficacy for. Not a single study has been conducted confirming that this combination of ingredients in the dose being used here, has any effectiveness.
 
Each Supreme Slim Capsule contains:
  • Citrus Aurantium 30%
  • Caffeine Anhydrous
  • Gingko Biloba 24%
  • Ginseng Extract 10:1
  • Guarana Extract 22%
  • Kola Nuts (20% caffeine)
  • L-Tyrosine
  • Magnesium Stearate
  • Phosphatidyl Serine 20%
  • Pyridoxine
  • Riboflavin
  • Sodium Pyruvate
  • Sodium Starch Glycolate
  • St Johns Wort herb
  • Taurine
The website claims that this product is “100% Herbal”. It is clear from the ingredients above that they are not all herbaly derived! Therefore this claim is false.
 
The website claims “100% natural way to get a slimmer trimmer figure“. As magnesium stearate and sodium starch glycolate, among other, are not “natural” but extracted/created by chemical laboratory means, this product is not natural.
 
The following claims are being made:
Appetite suppressant
Accelerates metabolism
Non addictive
No chemicals
Get results without exercise
Increases energy levels
Body detoxification
Fat burner
Healthy eating plan included
 
I argue that these claims are not supported by any robust clinical studies that show that this mix of ingredients in the specific dose being used are able to result in these claims. Furthermore, many claims are contrary to other ASA regulations, including those pertaining to weight loss, e.g., “Get results without exercise”.
 
The website states: “Pharmacological Classification: A 22.2 Vitamins: Others”
It is clear that this is not a mix of vitamins; hence this claim is highly misleading.
 
Furthermore, this product tries to give the impression that it is “pharmacologically registered with the Medicines Control Council (MCC), as weight-loss products are required to be, but there is no proof that this product is registered with the MCC.
 
I therefore argue that there are multiple misleading claims being made on this website, for Supreme Slim, including the inference from the name “Supreme Slim”.

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