Arcadia Home Shopping Seduire Spray / Virago Sex Booster

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Posted 07 March 2014

Dr de Lange lodged a consumer complaint against Arcadia Home Shopping Séduire pheromone spray and Virago Sex Booster adverts which claimed “Regain your sexual attraction”, and included, inter alia, the following claims: “Séduire Spray contains pheromones that are scientifically developed to trigger the same reaction from the opposite sex than natural pheromones”; “When you spray it on, the opposite sex will notice you more easily and will instantly be more attracted to you”; “When you become sexually aroused your body produces more of this hormone and this triggers a response from the opposite sex by increasing their attraction towards you”; “The Virago Sex Booster consisting of mood enhancer capsules (suitable for men and women) increases sexual arousal and intensifies orgasms.”

The complainant argued that the advertising makes unsubstantiated claims as there is no scientific evidence that human pheromones are able to produce the effects as claimed in the advertising. Attempts to obtain proof for these claims from the advertiser were unsuccessful and the ASA ruled against the product’s claims.

Arcadia Home Shopping Seduire Spray / R de Lange / 2014 – 222F
Ruling of the : ASA Directorate
In the matter between:
Dr Rudi de Lange Complainant(s)/Appellant(s)
Arcadia Home Shopping (Pty) Ltd Respondent

28 Feb 2014
http://www.asasa.org.za/ResultDetail.aspx?Ruling=6804
Dr de Lange lodged a consumer complaint against Arcadia Home Shopping print advertising which appeared in the Daily Dispatch. It promotes the respondent’s Séduire pheromone spray and Virago Sex Booster.

The advertising has a picture of an old couple, with the lady kissing the man on his cheek. It is headed “Regain your sexual attraction”, and includes, inter alia, the following claims:

• “Séduire Spray contains pheromones that are scientifically developed to trigger the same reaction from the opposite sex than natural pheromones”,

• “When you spray it on, the opposite sex will notice you more easily and will instantly be more attracted to you.”

• “When you become sexually aroused your body produces more of this hormone and this triggers a response from the opposite sex by increasing their attraction towards you.”

• “The Virago Sex Booster consisting of mood enhancer capsules (suitable for men and women) increases sexual arousal and intensifies orgasms.”

COMPLAINT

In essence, the complainant argued that the advertising makes unsubstantiated claims as there is no scientific evidence that human pheromones are able to produce the effects as claimed in the advertising. Attempts to obtain proof for these claims from the advertiser have proven unsuccessful.

RELEVANT CLAUSES OF THE CODE OF ADVERTISING PRACTICE

The complainant identified the following clauses of the Code as relevant:

• Section II, Clause 4.1 – Substantiation

• Section II, Clause 4.2.5 – Statistics and scientific information

RESPONSE

The respondent submitted that immediately following this complaint, it requested evidence from its supplier, which has not been received. It therefore elected to pull all advertising for this product.

It added that, given the changes in the CAMS regulations, it is faced with a necessary review of its entire business model. The product will be withdrawn from all advertising and the claims in question would not be used again.

ASA DIRECTORATE RULING

The ASA Directorate considered all the relevant documentation submitted by the respective parties.

The ASA has a long standing principle which holds that where an advertiser provides an unequivocal undertaking to withdraw or amend its advertising in a manner that addresses the concerns raised, the undertaking may, at the discretion of the ASA, be accepted without considering the merits of the matter

The respondent submitted that the advertising would be withdrawn and not used again.

As the respondent’s undertaking to withdraw the advertising addresses the complainant’s concerns, there is no need for the Directorate to consider the merits of the matter.

The undertaking is therefore accepted on condition that the advertising and relevant efficacy claims is withdrawn in its current format within the deadlines stipulated in Clause 15.3 of the Procedural Guide, and is not used again in future.

The respondent’s attention is also drawn to the fact that the Code requires adequate substantiation before advertising is published. The respondent is cautioned to ensure that it has acceptable substantiation on hand for its efficacy claims in future.

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3 Responses to Arcadia Home Shopping Seduire Spray / Virago Sex Booster

  1. Nkosinathi 31 March, 2014 at 12:44 pm #

    The pheromones spray on the occasion I used it!!

  2. Nkosinathi 31 March, 2014 at 12:47 pm #

    The pheromone spray worked on the occasion I used it!

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