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Homemark’s Inversion Femme – ASA breach complaint

Posted 11 November 2013

The ASA has previously ruled against a number of claims being made for this product. In this breach complaint, the complainant specifically referred to the claims “SLOW DOWN AGEING” and on “Anti-Age Total Beaute” [sic] and “Anti-Aging Total Beauty”. The ASA evaluated Homemark’s response and concluded that “Given the alteration in context, and given the noticeable amendment to the claims at issue, the Directorate is of the view that the current e-mail advertisement cannot be said to have breach the original ruling”.

[note note_color=”#fcfcc0″]Inversion Femme / H Steinman / 19448
Ruling of the : ASA Directorate
In the matter between:
Dr Harris Steinman Complainant(s)/Appellant(s)
Homemark (Pty) Ltd Respondent[/note]

05 Nov 2013

http://www.asasa.org.za/ResultDetail.aspx?Ruling=6726

BACKGROUND

In Inversion Femme / H Steinman / 19448 (23 July 2012) the Directorate considered the following claims promoting the respondent’s Inversion Femme product:

“Lyk jonger, natuurlik” (look younger, naturally);
“Uiteindelik kan die tekens Read the rest

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