Tag Archives | Homemark

Homemark Aragan Eyelash Growth Enhancer – not actually!

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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

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Why that detox just won’t work

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Posted 14 January 2016

This excellent article was published in The Conversation. Written by , it shows exactly why and how we know that ‘detox’ products are scams.

Will this article influence you, or will you continue to fall for the nonsense claims of scams, e.g., Homemark Detox Footpads, Herbex Detox tea, etc.?

The crux of the story is that the human body is a comprehensive, self-mending, self-detoxing apparatus. It will perform its detoxification tasks regardless of whether you’re undertaking a rigid detox cure, or a gourmet food and wine tasting marathon. But providing the right ingredients for optimal function daily, rather than opting for a quick-fix detox, is the key.

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Power Report: Watchdog in chains as advertiser fights back

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Posted 17 November 2015

This article, written by Megan Power, appeared in the Sunday Times of 15 November 2015. [Permission to republish it was kindly granted by the Sunday Times.]

The article highlights the legal actions of Antagolin (MNI), Herbex, Solal and USN, against the ASA (Advertising Standards Authority), as well as against Dr Harris Steinman. Megan Power makes the accurate point: “There’s a quiet war being waged against South Africa’s advertising watchdog“. All these companies have had ASA rulings against claims for their products. See also the previous article about this.

Homemark has in the meantime persuaded the ASA to suspend all processes and procedures regarding complaints against Homemark, until the MNI appeal, or the actual court case is concluded, depending which happens first. All these companies are being represented by Saul Shoot of Fluxmans.

Watchdog in chains as advertiser fights back Court ruling against advertising authority Read the rest

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Homemark Detox Tea – ASA breach ruling

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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.”

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Homemark Aragan Oil – ASA breach ruling

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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.

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Homemark Detox Tea – ASA breach ruling

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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.”

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Homemark Aragan Secret Nail Treatment – still lying

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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.

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Homemark’s Inversion Femme – ASA breach complaint

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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”.

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Homemark Slim Coffee ASA breach

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Posted 07 August 2012

This matter involves a protracted dispute between a consumer in relation to the Homemark’s Slim Coffee product. The matter was heard at all levels of the ASA, and ultimately resulted in an arbitration report finding against the  Homemark’s efficacy and weight loss claims. What is more, the  Homemark has been found in breach of the relevant adverse rulings on more than one occasion, but no sanctions were ever imposed. The most recent breach ruling was issued on 16 April 2012, finding the respondent in breach of the previous rulings. The complainant submitted that at http://www.homemark.co.za/product/health–beauty/remedy-slim-coffee the product is still being promoted using “Before” and “After” imagery, under the name “Slim Coffee. The complainant noted that the product is now advertised as Remedy Slim Coffee, but the accompanying image of the packaging is identical to Slim Coffee previously ruled against. This appears to be a flagrant breach Read the rest

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