*Detox Cleanse Ltd - "the ultimate 5 day weightloss"

Detox Cleanse Ltd promote some pills which help you detox and lose weight all at the same time - and in just five days.

UPDATE, 30 Jun: ASA write to confirm the company has ceased trading.

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A lot of ASA complaints write themselves. This is certainly one of them. I'm running out of witty remarks, too. Can anyone help?

"I write to complain about an advert in “Natural Health" Magazine (April 2010, page 109), which promotes "Detox Cleanse Ltd".

I suspect that the advert may be in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

I have submitted a scan of the advert. I can provide an original copy of the advert by post, if required.

1. The CAP Code, Section 3.1, states "Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation."

2. The CAP Code, Section 50.1, states "Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people..."

3. I challenge whether the advertiser holds documentary evidence to prove any of the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:

(i) Detox Cleanse provides noticeable "weightloss" [sic] within the first 5 days

(ii) Detox Cleanse detoxes the body

(iii) Detox Cleanse is beneficial for the "overweight" and sufferers of "digestive disorders, low energy and tiredness, accelerated ageing, poor skin and hair conditions"

(iv) Detox Cleanse "may help improve your health"

4. I confirm that I have no connections with the advertiser, with the magazine, or with the publishing and alternative medicine industries in general. I confirm that I am not involved in legal proceedings with the advertiser or the magazine.

5. I confirm that I am happy to be identified as the complainant."