ASA Puts Weight Loss Product Company On Diet

The Advertising Standards Authority has told Goldshield Healthcare Direct, a company that markets weight loss products, that claims made in a recent ad campaign concerning its weight loss pill, LIPObind, were deceptive and that the ads are now banned. Among the claims: that the pill is "clinically proven fat binding pill … a pill that has been tried and tested and proven to bind fat" and that the pill will"take the nation by storm" and that "there are no gimmicks, no fad diets, no additional exercise routines that have to be undertaken, in fact you can still indulge yourself with your favourite treat every now and again". The phone number advertised as toll free also turned out to be a pay number. Read the ASA's ruling here. Read more about the ad campaign and objections to it here.