Herbex Fat Burn – Bad press

Posted 7 June 2018

Following the recent ASA ruling against the claims being made in the Herbex – Fat Burn advert on MNET, a number of journalists have reported on this ruling.

These include the following:

  • Men’s ‘fat burn’ products claim ‘misleading’ – Nico Gous – 01 June 2018 Times Live
  • Burn your fat? Not a chance boet – Georgina Crouth – 4 June 2018 – Pretoria News
  • Your man isn’t likely to lose his umkhaba by using Herbex Fat Burn – ASA – Thandi Skade – 4 June 2018 –
  • Quick Weight-Loss Fix? Fat Chance, As Yet Another Herbex Advert Gets Banned: No evidence to support claimed weight loss. Zongile Nhlapo – 05 June 2018 – HuffPost South Africa
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Herbex Fat Burn For Men – ASA ruling

Posted 31 May 2018

In our post of 8th May 2018, Herbex Fat Burn for Men – paying for nothing, we pointed out that this product contains 3 ingredients. We measured the level of green tea constituents in a lab, and could work out that, as we stated:

In other words, Herbex Fat Burn claims that a mixture of about half a bag of green tea leaves, caffeine found in 7.5 mls of a cup of coffee, and Ginseng traditionally used to stimulate appetite, added to 1 litre of water to be drunk throughout the day, will result in weight loss.

In other words, this product is highly unlikely to have much more than a placebo effect.

A complaint was laid with the Advertising Standards Authority. Herbex refused to submit any evidence to contradict ours. Below is the ruling.

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Herbex Fat Burn for Men – paying for nothing

Posted 5 May 2018

Herbex is flighting an advert on MNET during the Carte Blanche program for Herbex Fat Burn for Men.

In the form of an animated cartoon, it shows an overweight man crashing off a roof. The inference and promotion for Herbex Fat Burn for men range is the clear goal of this advert, therefore making the claim that the Herbex Fat Burn for Men range can result in weight-loss.

Herbex Fat Burn Concentrate for Men attributes its claims to three main ingredients: Guarana, Green tea leaves and Siberian ginseng.

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Creator of Herbex products shares his thinking

Posted 25 April 2018

GroundUp recently published the article “How a journalist took an ethical stand and risked her job” pertaining to the journalist Natasha Bolognesi who “refused to edit a bogus article” on the WAVEEX product for Daleen Totten, owner, publisher and editor of Natural Medicine. 

This resulted in many comments, including one from Dr Frank Muller (“a medical doctor and a pharmacologist”) who writes “as the formulator of most of the Herbex range of products“. His letter drew a response from Annika Larsson, to which he responded.

Dr Muller’s letter is very informative on his thinking about Herbex products. When challenged, his response is interesting, and how he evades an adequate answer. I post these 3 letters as they are reveal how little science or “proof” went into developing these products.

Dr Jacques Rousseau who teaches critical thinking & ethics at the University of Read the rest

Herbex made unproven claims about weight loss products

Posted 11 April 2018

Advertising Standards Authority uses its fangs again after years of litigation

By Annie Cebulski and Eryn Scannell 

Published on 10 April 2018 in GroundUp

The Advertising Standards Association (ASA) has ruled against an advertisement run by Herbex for its Attack the Fat product. The association will instruct its members not to run the advertisement. This comes after medical doctor and consumer activist Dr Harris Steinman laid a complaint against Herbex for its lack of evidence of efficacy. Herbex chose not to participate in the ASA investigation.

On 29 March, the ASA found Herbex to be in violation of its standards code for using testimonials claiming efficacy which were not justified.

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Herbex Health slated for ‘body shaming’ ad

Posted 10 April 2018

We missed this story in Times Live, written by Nivashni Nair and published on 26 January 2018. 

A screenshot from a Herbex advert which has drawn fire for body shaming.

A screenshot from a Herbex advert which has drawn fire for body shaming. 
Image: Herbex Health SA via Facebook

Herbex Health South Africa has become the latest advertiser to irk consumers.

The weight loss supplements distributor has drawn the ire of hundreds of social media users for “body shaming” in its new advertisement.

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ASA not mandated to comment on ‘complementary medicine’: Herbex

Posted 08 April 2018

Herbex has responded to the recent ASA ruling by issuing a media statement.

This post is in 3 parts:

1. A Times Live article reflecting on Herbex’s media statement

2. Herbex’s media release

3. Comment on the release

ASA not mandated to comment on ‘complementary medicine’: Herbex

06 April 2018 – 17:53 By Nico Gous 
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Herbex weight-loss claims are unsubstantiated

Posted 06 April 2018

From Business Day

Herbex weight-loss claims are unsubstantiated, says ASA

 05 April 2018 – Nico Gous

The Advertising Standards Authority (ASA) has found that weight-loss claims made by Herbex in its TV commercials are unsubstantiated. [Refers to this ASA Ruling]

Consumer activist Dr Harris Steinman complained about a Herbex commercial for its product Fat Attack. Dis-chem‚ Clicks and Spar are some of the stores that sell Herbex products.

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ASA bans misrepresentative Herbex ad

Posted 05 April 2018

From EWN Eyewitness News

The Advertising Standards Authority ordered that the advert be pulled following a complaint by consumer activist and medical doctor Harris Steinman.


JOHANNESBURG – Herbex finds itself in a tight situation after the Advertising Standards Authority (ASA) banned one of its ads for misrepresenting the weight loss efficacy of its “fat attack” product. [Refers to this ASA ruling]

The authority ordered that the advert be pulled following a complaint by consumer activist and medical doctor Harris Steinman.

He claims Herbex’s fat attack TV ad is not substantiated by any objective evidence and that the testimony by one of the featured persons does not represent the majority of users of the product.

The authority’s CEO Gail Schimmel said: “We got a new complaint against a testimonial advertisement of Herbex where a woman claims to have Read the rest

Herbex: Ad for a popular SA diet product has been banned

Posted 05 April 2018

Helena Wasserman , Business Insider SA
Apr 03, 2018, 05:12 PM
  • Claims made by Herbex in a television commercial for its slimming products have been contested.
  • The Advertising Standards Authority said in a ruling it had no choice but to find that these claims were unsubstantiated.

Claims made by Herbex for its slimming products are unsubstantiated, and the company’s television commercials have been banned by the Advertising Standards Authority (ASA) of South Africa.

Read the rest