Geoffrey Ronning - remote weight-loss hypnotist

Miracle weight loss programme. Hypnosis. "Zero Willpower Required". You know the drill.

(Image credit)

The advertiser's website resembles one of those American marketing "reports" which have been imported into the UK unchanged, except for the substitution of pound signs for dollars.

Usual ASA complaint follows.

"I write to complain about an advert in "Healthy" magazine (April 2010, Issue 77, p151). I understand that the magazine is sold exclusively in Holland & Barrett stores.

The advert, for www.simpleweightlosszerosecret.co.uk, promotes a "weight loss hypnosis system".

I suspect that the advert may be in breach of four sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code. 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. The CAP Code, Section 51.1, states "Any claims made for the effectiveness or action of a weight reduction method or product should be backed if appropriate by rigorous trials on people..."

4. Under Sections 3.1, 50.1 and 51.1, I challenge whether the advertiser holds documentary evidence to prove any of the following claims; I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people; and I challenge whether the claims made for the effectiveness of the product are backed if appropriate by rigorous trials on people:

(i) The hypnosis system can "slash your weight"

(ii) "Zero Willpower [is] Required" when using the hypnosis system

(iii) The hypnosis system "Will Turbo Boost Your Metabolism"

(iv) The hypnosis system offers "Incredible Fast Natural Results"

5. The CAP Code, Section 51.8, states "Marketing communications for diet aids should make clear how they work. Prominence must be given to the role of the diet and marketing communications should not give the impression that dieters cannot fail or can eat as much as they like and still lose weight."

6. Under Section 51.8, I challenge whether the advertiser:

(i) Makes clear how the hypnosis system works

(ii) Gives prominence to the role of the diet

(iii) Gives the impression that dieters cannot fail or can eat as much as they like and still lose weight

7. I confirm that I have no connections with the advertiser, the magazine, or with the publishing and weight-loss industries in general. I confirm that I am not involved in legal proceedings with the advertiser or the magazine.

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