Posted 12 July 2021
An UK TV ad for Slendertone, a toning belt, seen in January and February 2019. A voice-over stated, “Meet Slendertone, your personal body toner, who firms and tones your abs, helps shape your waistline and easily fits in with your lifestyle. Clinically proven with results from four weeks. Look and feel amazing.” This product is similar to the advert shown on DSTV for Neotex Hot Belt.
The UK ASA concluded: “We concluded that the impression given by the ad, that the product was able to affect the size of the waist by visibly firming and toning the abdominal muscles, had not been substantiated and that the ad was therefore misleading.”
ASA Ruling on Bio-Medical Research Ltd t/a Slendertone
Summary of Council decision:
Two issues were investigated, one of which was Upheld. The other was informally resolved after the advertiser agreed to