ASA Breach Ruling: Aminoliq

Posted 21 October 2011

In Aminoliq / H A Steinman / 16595 (24 February 2011) the Directorate accepted the respondent’s voluntary undertaking to withdraw or amend its advertising in a manner that addresses the concerns raised by the complainant. The undertaking was accepted for the respondent’s advertising on its website, which stated, inter alia, the following: “Aminoliq contains the specialised ingredients, Choline and Inositol. Together they are effective in metabolising fat. Inositol is also an active factor of the B-Complex vitamins. Amino acids are included in this formula to improve muscle definition, i.e. body shape. Aminoliq promotes the utilization of fats & carbohydrates in the body. The net result is that excess fat is more readily burned resulting in a leaner & more defined body. Amino acids are utilised to rebuild muscle & body tissue. Vitamin B complex aids in the digestive process. Vitamin C aids in the formation … Read the rest

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