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Ultimate Brain Fuel – ASA ruling

Posted 15 November 2012

A consumer laid a complaint with the ASA against this  product that claims to, among other, to “maximise overall brain health, function and longevity. It nourishes, protects and energises the brain, assists with fighting stress and fatigue, while also improving memory, mental awareness, clarity, focus and concentration”. 

As Ultima was unable to support their claims with any evidence, they have been ordered to remove the offending claims. 

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