Nu Slim ASA breach ruling

On 16 March 2011, "the Directorate accepted the respondent’s voluntary undertaking to remove, from its website, the efficacy claims, references to testimonials and ingredient specific substantiation as was identified by the complainant. This undertaking was accepted on condition that the claims and references referred to were removed within the deadline stipulated in Clause 15.3 of the procedural Guide."

"On 12 April 2011, the complainant lodged a breach allegation against the respondent’s website It was, inter alia, submitted that the respondent continued to make claims for weight loss.

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Nu Slim – ASA ruling

Posted 18 March 2011

Dr Steinman lodged a consumer complaint against a Nu Slim internet advertisement that was published on The advertisement states, inter alia, the following claims: “Well done to all our customers in the Nu Slim family that achieved exceptional results during the past 36 months. Testimonials are pouring in with amazing success rate.” “Nu Slim IS STILL and WILL STAY the safest way to lose weight in South Africa!” 

The complainant added that the reference to testimonials that are “pouring in” are unlikely to be true, or at best, have not been proven. There is also no proof that the individuals lost weight due to the product advertised as opposed to simply following a diet. Similarly there is no evidence that this product “will change the life of many South Africans …” as claimed. This is presented as more than mere hyperbole.

Updated 20 February 2012Read the rest