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Debenhams told to shape up over 'fat loss' leggings ad Debenhams told to shape up over 'fat loss' leggings ad
(6 months later)
An ad on the Debenhams website that claimed a brand of leggings could "accelerate fat loss" has been banned by the advertising watchdog.An ad on the Debenhams website that claimed a brand of leggings could "accelerate fat loss" has been banned by the advertising watchdog.
The ad for SlimTech leggings by Elle Sport made claims including that they contain "billions of microcapsules containing natural active ingredients fixed to the fabric fibres".The ad for SlimTech leggings by Elle Sport made claims including that they contain "billions of microcapsules containing natural active ingredients fixed to the fabric fibres".
Text in the ad continued: "The friction against the skin when worn (in the gym or during normal daily activity) breaks the microcapsules dispersing the active ingredients over the skin."Text in the ad continued: "The friction against the skin when worn (in the gym or during normal daily activity) breaks the microcapsules dispersing the active ingredients over the skin."
Further benefits of wearing the leggings included that they "accelerate fat loss", "reduce muscular tiredness" and "smooth and moisturise the skin helping to reduce cellulite".Further benefits of wearing the leggings included that they "accelerate fat loss", "reduce muscular tiredness" and "smooth and moisturise the skin helping to reduce cellulite".
The Advertising Standards Authority received a complaint challenging the claim that the product could accelerate fat loss.The Advertising Standards Authority received a complaint challenging the claim that the product could accelerate fat loss.
Debenhams defended the product, which the manufacturers have sold since 2010, and provided three studies which it said provided evidence "both as a scientific basis for the effect of the ingredients and for the slimming effect on test subjects".Debenhams defended the product, which the manufacturers have sold since 2010, and provided three studies which it said provided evidence "both as a scientific basis for the effect of the ingredients and for the slimming effect on test subjects".
The ASA said the evidence needed to be robust but that none of the studies was comparative or blind, and none had been peer reviewed or published.The ASA said the evidence needed to be robust but that none of the studies was comparative or blind, and none had been peer reviewed or published.
"We did not consider that the studies formed a sufficiently robust body of evidence to support the claim that the leggings could accelerate fat loss, or lead to weight loss or slimming," said the ASA. "We therefore concluded the claim had not been substantiated.""We did not consider that the studies formed a sufficiently robust body of evidence to support the claim that the leggings could accelerate fat loss, or lead to weight loss or slimming," said the ASA. "We therefore concluded the claim had not been substantiated."
The ASA banned the ad and told Debenhams "not to state or imply the product could accelerate weight or fat loss".The ASA banned the ad and told Debenhams "not to state or imply the product could accelerate weight or fat loss".
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