Homemark Aragon Oil – ARB Ruling

Posted 13 March 2019

Homemark received numerous ASA rulings against the claims being made for this product, but continues to dupe consumers by running adverts making claims that are not true. An advert was seen on DSTV where false claims were being made, as before the previous ASA rulings, and a complaint was laid with the ARB which has superseded the ASA.

Homemark did not bother to response. The National Consumer Commission, being a toothless watchdog, will not get involved. You the consumer, are screwed if you already purchased this product.

Complainant                  Dr Harris Steinman
Advertiser                     Homemark (Pty) Ltd
Consumer/Competitor    Consumer
File reference                Homemark Aragon Oil – Dr Harris Steinman

Outcome                       Upheld
Date                              13 March 2019

The Directorate of the Advertising Regulatory Board has been called upon to consider a complaint lodged by Dr Steinman against the website advertising for Homemark’s Aragan Secret Nail Read the rest

Homemark Slim and Shape

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”.


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

As usual, buyer beware!

  • UK ASA ruling:
  • Sun newspaper article:
Read the rest

Homemark Fat Freezer

Posted 24 October 2016

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”.

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

Homemark Slim Freezer

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.

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.

Read the rest

Homemark Aragan Eyelash Growth Enhancer – not actually!

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

Homemark / Aragan Secret Eyelash Growth Enhancer – ASA ruling

Posted 23 October 2015

A consumer complaint was laid against claims being made for Aragan Secret Eyelash Growth enhancer with an argument that there is no evidence that this product can enhance eyelash growth.

Read the rest

Homemark Detox Tea – ASA breach ruling

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.”

Read the rest

Homemark Aragan Oil – ASA breach ruling

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.

Read the rest

Homemark Detox Tea – ASA breach ruling

Posted 05 May 2015

This is an old ruling from February 2014 in which the complainant argued that Homemark claimed for this product, “H]as a laxative effect which helps the digestive system to eliminate toxins from the body through urea and sweating” is possible.” The ASA ruled that “[A]t present, the breach allegation must fail, because the respondent does not appear to be making the claims originally ruled against.”

Read the rest

Homemark Aragan Secret Nail Treatment – still lying

Posted 08 September 2014

A consumer complaint was laid against Homemark’s packaging of its “Aragan Secret Nail Treatment”.  The complainant submitted, in essence, that the list of ingredients on the label is misleading as the actual product only contains peroxide. The complainant further added that the product in question is not manufactured in Israel contrary to what the packaging claims.

The ASA found that Homemark had not been able to supply proof to counter the complaint.

Read the rest