USN Cellu-Firm – ASA ruling November 2006

Posted 05 October 2015

This ASA ruling was made in November 2006. USN claimed that Cellu-firm “to be effective for cellulite”. The complainant pointed out that the active ingredient is Centella asiatica, a synonym for gotu kola, and that Natural Medicines Comprehensive Database, the “Scientific Gold Standard for Evidence-Based, Clinical Information on Natural Medicines” had NO indication that this ingredient has ANY efficacy against cellulite.


Cellu-firmThe ruling is posted, followed by the complaint.


USN Cellu-Firm / HA Steinman / 5622

Ruling of the: ASA Directorate

In the matter between:

DR HA Steinman Complainant(s)/Appellant(s)

Ultimate Sports Nutrition (Pty) Ltd Respondent

28 November 2006

Dr Steinman lodged a consumer complaint against a print advertisement for USN’s “Cellu-Firm”. The advertising is titled, “Cellulite Is it your worst enemy?” and positions the product as an “anti-cellulite” dietary supplement. It also states, inter alia, “Cellu-Firm is formulated with a precise … Read the rest

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