Easy Slimming Solutions – ASA ruling

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Posted 26 July 2014

A consumer lodged a consumer complaint with the ASA against Easy Slimming Solutions’ Facebook advertisement that was published at www.facebook.com/suidkus. The complainant submitted, in essence, that the advertisement is misleading as there are no studies to verify the claim that the advertised product is totally natural.

Seems like the owner of this company, Danie Robberts (Tel: 0745613864), is an unapologetic liar, claiming that the ASA did not object to their claims: “When he questioned the respondent on the evidence, he was informed that the ASA had already considered the respondent’s evidence and that he could contact the ASA for verification.” He and Tracy Robberts are also the scam artists behind Kangmei capsules.

Not only do they sell these scams, but forget getting a refund for your purchase.

Easy Slimming Solutions / H Lintvelt / 2014 – 994F
Ruling of the : ASA Directorate
In the matter between:
Mr H Lintvelt Complainant(s)/Appellant(s)
Robberts Easy Slimming Solutions (Pty) Ltd t/a Easy Slimming Solutions Respondent

11 Jul 2014


Mr Lintvelt lodged a consumer complaint against Easy Slimming Solutions’ Facebook advertisement that was published at www.facebook.com/suidkus.adverteer.

The advertisement contains, inter alia, “before and after” photographs of several overweight people, one claiming to be “Anicka Wickens”, and promotes the respondent’s Easy Slimming Solution weight loss product. It claims, inter alia, that this is a “100% NATUURLIKE PRODUKTE” (100% Natural Products).


The complainant submitted, in essence, that the advertisement is misleading as there are no studies to verify the claim that the advertised product is totally natural.

When he questioned the respondent on the evidence, he was informed that the ASA had already considered the respondent’s evidence and that he could contact the ASA for verification.


The Directorate considered the following clauses of the Code as relevant:

Clause 4.1 of Section II – Substantiation

Clause 4.2.1 of Section II – Misleading claims

Clause 10 of Section II – Testimonials

The respondent submitted, inter alia, copies of the following:

What appears to be a forwarded email message from “Anika Wickens” that purports to be a testimonial of some sorts.

An illegible certificate written in foreign language.

An invoice to “Joey”, dated 2 July 2014.

The ASA Directorate considered all the relevant documentation submitted by the respective parties.

The complainant’s only point of contention relates to the claim that the product is “100% NATUURLIK” (100% Natural), there is no need for the Directorate to consider the provisions of Clause 10 of Section II (Testimonials) at this stage. This ruling will therefore only consider whether or not the disputed claim appears to be true.

Substantiation and Misleading claims

Clause 4.1 of Section II states, inter alia, that advertisers shall hold documentary evidence to support all claims that are capable of objective substantiation. Clause 4.1.4 further states that documentary evidence, other than survey data, shall emanate from or be evaluated by a person or entity which is independent, credible, and an expert in the particular field to which the claims relate and be acceptable to the ASA.

Other than submitting an illegible document that appears to be written in a foreign language, the respondent has submitted nothing to prove that its claim of selling 100% natural products is true or accurate. It also did not refute the complainant’s allegations that the respondent claims to have had the ASA approve its products.

It should be noted that no ASA approval had been granted to the respondent or its products.

Similarly, the lack of evidence for the claim “100% NATUURLIKE PRODUKTE” means that this claim is currently not only unsubstantiated, but likely to mislead consumers about the nature of the respondent’s products.

Based on the above, the claim “100% NATUURLIKE PRODUKTE” is in breach of Clause 4.1 of Section II of the Code as well as Clause 4.2.1 of Section II of the Code.

Given the above finding:

The claim “100% NATUURLIKE PRODUKTE” must be withdrawn;

The process to withdraw the claim “100% NATUURLIKE PRODUKTE” must be actioned with immediate effect on receipt of ruling;

The withdrawal of the claim “100% NATUURLIKE PRODUKTE” must be completed within the deadlines stipulated by Clause 15.3 of the Procedural Guide; and

The claim “100% NATUURLIKE PRODUKTE” may not be used again in its current format until adequate, independent verification is supplied.

The Directorate also wishes to draw the requirements of Clause 15.5 of the Procedural Guide to the respondent’s attention, which states that offending advertising is to be withdrawn from every medium in which it appears, notwithstanding that the complaint did not specifically refer to that particular medium.

The complaint is upheld.

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8 Responses to Easy Slimming Solutions – ASA ruling

  1. Fia Kleinhans 30 May, 2015 at 6:43 am #

    Defnitely a scam! I paid R450 a month ago, and that was the last… Every time I inquire, there’s a new fague excuse… No refund option either. Be warned!!!! I learned an expensive lesson the hard way. Never again.

  2. Fia 30 May, 2015 at 1:34 pm #

    Received a tracking no today for ESS. Waited a month, but finally on it’s way.

  3. shy 11 December, 2015 at 11:46 pm #

    Tracy Roberts is a con artist and a thief! !!, I ordered the maroon bitter gourd tablest from her for may months. After giving her and her agents months of support.she finally send me a fake bottle of bitter gourd. I called her several times in which she doesn’t answer my calls or mails.all I wanted was a refund for the incorrect fake products that she sold me.these pEppleby need to be stopped from scamming people urgently! !

    [Editor: I am informed that Tracy Roberts is the owner of Easy Slimming Solutions]

  4. tracy robberts 17 March, 2016 at 5:43 pm #

    shy its for you to prove that the bitter gourd is fake . you recieved your product . if you are looking for another colour capsule please go find it in a spaza shop where you have seen it .
    Fia jy het jou pakkie gekry en dit was poskantoor wat gestaak het maak asb jou valse aan tygings reg .

    • Harris 18 March, 2016 at 8:02 am #

      Nonsense, it is for you, Slimming Solutions to show that it is not. Your argument is fallacious. It is like arguing that it is for Shy to prove that the antibiotic she is given, does not work, and is fake.

      The ASA asked you to show proof that the product works, you could not.
      The fact is that this product is a scam. Readers beware.

      You are displaying what could be considered psychopathic behaviour: showing no remorse for selling a scam, for lying.
      These were at one time some of the diagnostic criteria for Antisocial PD (DSM-IV-TR 301.22) (Psychopath):
      (1) failure to conform to social norms with respect to lawful behaviours such as indicated by repeatedly performing acts that are grounds for arrest
      (2) deceitfulness, as indicated by repeated lying, use of aliases, or conning others for personal profit or pleasure
      (5) reckless disregard for the safety of self or others
      (7) lack of remorse, as indicated by being indifferent to or rationalizing having hurt, mistreated, or stolen from another

  5. Bronwyn 18 April, 2016 at 7:01 am #

    Very confusing comments. As I ordered from a ESS-rep on Friday evening, made an EFT payment ESS account for the amount the capsules are sold for and my capsules were delivered to my door on Saturday morning.I have not yet begun taking them, starting today. So as thus far the service was great. I will only be able to comment on the success of this product after i have finished my first bottle.

    • M.A 24 December, 2016 at 4:35 am #

      Did the product work they way it is claimed?

  6. Fedup with SCAMS 26 May, 2017 at 2:56 pm #

    I’ve also fallen for these people’s scams! It’s an outrage! Now their advertising 5S Slimming Products which aren’t even the real 5S product. After paying the agent R600 and collecting my (unsealed) bottle with a label which looks home made I decided to Google the product, I should have done so before hand… I then noticed that the 5S Slimming product is red and doesn’t look anything like my green “pod like” capsule with MZT on them…I then contacted 5S Slimming to find out what the difference is. They then informed me that these are fake and these people are selling another product which is actually Botanical Slimming pills!

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