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Supashape – No proof

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Posted 16 November 2012

Dr de Lange lodged a consumer complaint against a Supashape print advertisement promoting Diet Whey Meal Replacement. The advertisement appeared in the June edition of Fitness magazine.  The complainant submitted that, among other, that the advertisement was in contravention of Appendix E, or that it does not inform the consumer that the product is only effective when used as part of or in conjunction with a kilojoule restricted diet, that the substantiation for the efficacy claims does not relate to the product at issue, and that the advertising is attempting to mislead people by using scientific footnotes and references, and omitting the fact that the trial relied on was an exercise-induced trial. 

The ASA asked the company to submit proof that their product works. They were unable to.

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