Posted 27 November 2009

This category lists complaints laid with the ASA regarding health, complimentary medicine and supplements sold by Homemark, which complainants claimed could not be substantiated.

Initially, the ASA ruled in most cases in favour of the complainant, but as Homemark started finding “credible experts” willing to substantiate a product, the ruling may have gone in the favour of Homemark.

In some instances, arbitration was requested – with a subsequent ruling against Homemark’s product.

In some instances, the complainant did not pursue the complaint further.

In time as the site develops, we will flesh out and explain why the ruling in favour of Homemark was incorrect, using science, logic and common sense! 

Rulings against Homemark:

Enforma / Homemark – Sweat Away the Pounds / 4012*

Homemark – Sweat Away /  9114*

Homemark – Butterfly Abs / 3283

Homemark – Detox Food Pads /  8938

Homemark – Reduce Fat-Fast Read the rest

Hoodia Slender Gel – now called Slender Max

This product has changed its name from Hoodia Slender Gel to Slender Max. However, there is still not a shred of evidence that Hoodia can be absorbed through the skin and result in appetite suppression or weight loss, and until this is proven with robust evidence, this product should be regarded as nothing but a scam. What is required is robust placebo controlled evidence that users will have their appetite suppressed, that this can be verified with decreased food intake (i.e., not simply a “feeling” that appetite is reduced), and that weight-loss has occurred. In other words, the claim “caution – use of this product will result in massive weight loss” needs to be proved, and the name “Slender Gel” implies weight loss – these claims need to be proved.

Update: 21 June 2011 – these scam artists have now changed the name of the product to SlimBetti

[note note_color=”#f8fddd”]CAMCheck Read the rest

ASA ruling: Hoodia Slender Gel

A complaint was laid with the ASA that Hoodia Slender Gel had continued to make misleading, unsubstantiated claims regarding the efficacy of this product – the complaint pointed out that there is NO evidence that this product works at all. The ASA agreed and ruled against respondent.

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The ALCAT has made a number of claims in adverts, including: “A tremendous number of health problems have been linked to food intolerances – these may be common everyday problems like: migraines and chronic headaches aching joints or frank arthritis gastrointestinal disorders (including IBS, Crohn’s Disease and ulcerative colitis) chronic or unexplained fatigue eczema and chronic skin disorders hyperactivity or other varieties of ADD obesity and unexplained weight gain asthma”.

COMPLAINT The complainant submitted that the advertisements mislead consumers by making unsubstantiated claims with regard to product as there are no credible, scientific or peer-reviewed studies that support the respondent’s claims.

RULING: “Given the absence of any independent, credible verification, there is nothing before the Directorate to unequivocally verify that that product is capable of achieving the claimed results.”

Read the rest