Archive | Homemark

Homemark Slim and Shape

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Posted 07 December 2016

Homemark claims that Slim and Shape “Help you to look your best, giving you a natural, slim contour. All of your problem areas are targeted at once. Flattens protruding tummy, slims thighs & hips firmly, but gently, firm & lifts butt, cotton gusset keeps you dry and comfortable.”

A complaint was laid in the UK against a similar product, called Slim Panties.

The UK ASA ruled against the claims, arguing that the images were Photoshopped, and that “We concluded that the results shown in ads (a) and (b) went beyond what could be achieved from a compression garment and were therefore misleading”.

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Homemark Slim and Shape (left)  – Tristar Slim Panty (right)

As usual, buyer beware!

  • UK ASA ruling: https://www.asa.org.uk/Rulings/Adjudications/2016/12/Tristar-Products-(UK)-Ltd/SHP_ADJ_346920.aspx
  • Sun newspaper article: https://www.thesun.co.uk/living/2339375/advert-for-knickers-that-claimed-to-hold-in-muffin-tops-banned-because-the-pictures-were-photoshopped/
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Homemark Fat Freezer

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Posted 24 October 2016

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Homemark Fat FreezerPROSHOCK ICE Ice shock LIPOlysis

Homemark sells a product called Homemark Igia Fat Freezer.

Homemark makes the following claims for the product:

“A non-invasive alternative to convectional liposuction, cryolipolysis uses cold to break down fat cells without damage to other tissues. Fat cells are cooled into the negative temperatures, causing them to break up and be disposed of though the body’s own lymphatic system, resulting in a more toned and sleek appearance. Sculpt your body by freezing your fat cells. Lose an average 20% of your fat cells in the treated area with just one application a month”. http://www.homemark.co.za/product/igia-fatfreezer

The claims for this product is simply nonsense. A complaint (see below) was laid against the claims for this product with the ASA in February 2014. Saul Shoot of Fluxmans, acting on behalf of Homemark, has prevented the ASA assessing this … Read the rest

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Homemark Slim Freezer

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Posted 06 July 2016

Homemark sells a product, Slim Freezer, which claims “Lose an average of 20% of your fat cells in the treated area with just 1 application a month“. Readers of CamCheck will be aware that Homemark has sold products, with little to no evidence that they work, to consumers.

In this instance, a company in the UK was selling the same/similar device.

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Home Shopping Mall’s SlimFreezerHomemark Sim Freezer

A consumer laid a complaint with the UK ASA, who assessed the evidence and ruled against the claims being made for the device. In other words, there is insufficient evidence to confirm that this device is more than a toy.

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Homemark Aragan Eyelash Growth Enhancer – not actually!

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Posted 10 February 2016

Homemark has advertised on television and on their website, that Aragan Secret Eyelash Growth Enhancer, can among other, “Increase[s] the length of your lashes and gives you noticeably thicker lashes within only 4-8 weeks of use”. [Our emphasis]

Homemark’s independent expert, Ms Janine Wilson of Botanichem CC, claimed that these claims were true and therefore the claims made for the product, to be valid. The study she evaluated claimed eyelash growth was roughly 1,1 mm for Homemark’s product and 0,9 mm for the competing product after one month. No proof was supplied that the ‘competing product’ can result in eyelash growth. Importantly, eyelashes normally grow  approximately 4,5 mm per a month!  As the ASA noted: “From this perspective, it is worth pointing out that the respondent’s product appears to have added 0,2mm of growth after a month’s worth of use. The Directorate is not Read the rest

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The one thing you need to know before you detox

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Posted 05 January 2016

Homemark, Herbex and others regularly promote detox products, whether a juice bar, detox foot pads or detox tea, and particularly at the beginning of each year. What does Science-based Medicine have to say about “detox”, considering that the physiology of detoxification has been well studied?

A few selected extracts from this excellent article written by Scott Gavura:

“With 2016 upon us, it’s finally time get serious about your health. You’re resolving to eat better and exercise more. But first, you need to reset your body – and purge yourself of all of your lifestyle and dietary overindulgences. But how? The options seem limitless, and everyone has advice: There’s Dr. Oz, Gwyneth, and even your favourite Kardashian has advice: They’re all telling you how it’s essential to “detox”, “cleanse” and “flush” away all of your toxins”.

““Detox” is a legitimate medical term that has been co-opted to Read the rest

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Power Report: Watchdog in chains as advertiser fights back

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Posted 17 November 2015

This article, written by Megan Power, appeared in the Sunday Times of 15 November 2015. [Permission to republish it was kindly granted by the Sunday Times.]

The article highlights the legal actions of Antagolin (MNI), Herbex, Solal and USN, against the ASA (Advertising Standards Authority), as well as against Dr Harris Steinman. Megan Power makes the accurate point: “There’s a quiet war being waged against South Africa’s advertising watchdog“. All these companies have had ASA rulings against claims for their products. See also the previous article about this.

Homemark has in the meantime persuaded the ASA to suspend all processes and procedures regarding complaints against Homemark, until the MNI appeal, or the actual court case is concluded, depending which happens first. All these companies are being represented by Saul Shoot of Fluxmans.

Watchdog in chains as advertiser fights back Court ruling against advertising authority Read the rest

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5-Hour Energy Drink – Does it work? ASA ruling

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Posted 13 August 2015

A complaint was laid with the ASA arguing that this product makes a number of misleading claims, inter alia: that the product supplies “hours of energy”, “fixes tired fast” and that the name itself,  5-Hour Energy, is misleading for it does not supply 5 hours of energy.

The complainant pointed out that a peer-reviewed study did not confirm the claims, and that the product carried risks (not pointed out in the advertising, and that 3 United States states – Oregon, Vermont, Washington – have filed lawsuits accusing 5-Hour Energy’s makers of deceptive marketing. (See ASA complaint beneath ASA ruling below)

The respondent claimed, among other, that two more recent studies found the claims to be justified.

The ASA ruled in favour of the complainant.

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Homemark Detox Tea – ASA breach ruling

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Posted 05 July 2015

A consumer lodged a breach complaint against the Homemark’s DSTV commercial for Detox Tea, arguing that the respondent was making the same claims as previously ruled against: “Stimulate Digestive System”; “Fight Free Radicals”; “Enhance Immune System”;”Boost Energy Levels”. The ASA concluded that “The breach allegation is therefore upheld, with no additional sanctions imposed on the respondent at this time, save for the immediate removal of the relevant claims from its YouTube commercial, and any other media in which they may appear.”

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Homemark Aragan Oil – ASA breach ruling

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Posted 15 June 2015

Homemark continues to make false claims for their product, Aragan Oil, claiming that it cured nail fungus, among other false claims in breach of a previous ASA ruling. In a complaint to the ASA, it was argued that Homemark has for more than 10 years scammed consumers, and that Homemark should be severely ‘punished’ – similar to a thief who has stolen before, and cannot now claim to not knowing what they are doing is wrong.

Although the ASA agreed that Homemark continued to make false claims in spite of a previous ASA ruling, that severe sanctions were not required.

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