ASA rules on products to regulate satiety and weight management
UK
Dec 16, 2024
The Advertising Standards Authority (ASA) has upheld complaints against Ovira for three paid advertisements related to satiety regulation and weight control.
Ads (a) and (b) included the claims “Get FAST relief from cravings”, “Control food cravings”, “Feel satiated faster and stay satiated longer”, “Overall appetite reduction” and “Optimizes fat burning Efficacy Blood sugar”. The advertisement (c) included the claims “BURN HARD TO LOSE AREAS”, “SUPPRESS APPETITE” and “BOOST METABOLISM”. The ASA considered these to be specific health claims for Code purposes. However, we had seen no evidence to show that these claims were authorized in the GB NHC Register.
Advert (c) also included the name “Curb Crave” on the supplement packaging, which we understood to be a fancy name for the product. We considered this claim to also be a health claim. We concluded that the above claims were unauthorized claims and that the advertisements violated the Code.
Ovira Australia t/a Ovira said that the ads were part of a global campaign on Meta’s platform, which allowed targeting of users in any country, including the UK. They said that whilst this worldwide approach had been effective for them in reaching diverse audiences, they had not adapted the ads to meet the specific local requirements of the UK market.
For further information (in English), click on the Link
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