Biogen Testoforte: ASA ruling – print advert

[note note_color=”#fcfcc0″]Biogen “Testoforte” / K Charleston / 19706
Ruling of the : ASA Directorate
In the matter between:
Kevin Charleston Complainant(s)/Appellant(s)
Ultimate Sports Nutrition (Pty) Ltd Respondent[/note]

16 Aug 2012

Mr Charleston lodged a consumer complaint against a print advertisement promoting the respondent’s “Testoforte” product. The advertisement appeared in the Sunday Times during February 2012.

The advertisement is headed “WHY TESTOSTERONE IS THE MALE DRIVER” and contains, inter alia, an image of the product packaging. The following claims are visible on the packaging:

• “Increases testosterone production within natural ranges”;
• “Maintains lean muscle mass”;
• “Heightens energy levels, sex drive and physical performance”.

Below this, a rudimentary bar-chart appears along with the words “Scientifically formulated”.

In addition, the body copy contains a graph depicting “TESTOSTERONE” and “BIOAVAILABLE TESTOSTERONE”levels at ages 50 and up, and an entire section containing the “References” relied on.Read the rest

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