A US based supplement manufacturer wanted to sell its premium fat loss supplement in the high street retailer Boots. This is the most popular chemist in the UK and in addition to prescriptions they sell a range of health and beauty products, which include fat loss supplements. The use of false and misleading advertising claims on health and beauty products is common, particularly for fat loss supplements. Boots are unusual as prior to obtaining a retail listing their experts assess the evidence to support each products marketing claims. Boots internal experts also take steps to asses the efficacy of the weight management products stocked. Alimentarius prepared the dossier of scientific evidence to support the marketing claims on our clients fat loss supplement. The dossier Alimentarius prepared included support claims for weight management, fat loss and fat burning. After review by Boots’s expert team our clients product successfully obtained a retail listing in their stores.
Tag: ASA fat loss complaints
Clearcast – Fast track health claims
An EU based functional food company wanted to extend the promotion of its’ product range to include commercial TV. The products carried several marketing claims which required final approval by Clearcast, the organization that ensures compliance with UK Code for Broadcast Advertising (BCAP code). Alimentarius were asked to provide Clearcast with a scientific dossier to supported each products marketing claims. The dossiers were submitted to Clearcast and all the claims were approved without removal, modification, or the need to supply additional data. The time and cost saving for our client was significant, allowing the whole process from the initial approach to Alimentarius to Clearcast approval to be completed in less than a month. This allowed the TV advertising to optimally compliment pre-planned in-store product launches and drive sales success.
Clearcast 2009 – Fat loss claims
A major European functional food company wanted to support the launch of its’ new women’s weight management range with a TV marketing campaign. The proposed advertisements made a number of health claims relating to and including fat loss, which provided an important point of difference from existing products in this sector. Our clients claims were evaluated by Clearcast, the organization that ensures compliance with UK Code for Broadcast Advertising (BCAP code). Clearcast asked our clients to provide supporting evidence for all the claims they wished to use for marketing the products, who in turn asked Alimentarius to provide substantiation. We prepared a scientific dossiers for Clearcast to demonstrate that our clients products could provide the claimed health benefits; which included claims for ‘weight management’, ‘toning’ and ‘fat loss’. The dossier was evaluated by their experts and Clearcast approved fat loss claims, toning claims and weight management claims. These were successfully used to market our clients range of weight management products on TV and the internet.