Simply Vital - 'we know what bodies need'

If you have only four weeks to tone up, you could always try walking to Spain for your hols this year. (It might be quicker than waiting at the airport for a flight).

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Alternatively, Simply Vital's 'Summer Toner Pack' may be for you!

Naturally, the claims in their advert don't seem to be supported by any of that pesky scientific evidence stuff. ASA complaint follows.

"I write to complain about an advert in "Natural Health" magazine (May 2010, p121).

The advert, for Simply Vital, promotes a "Summer Toner" pack made up of three kinds of health/weight-loss supplements ("vitalTONE", "vitalSHAPE" and "vitalLIFE").

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 can provide an original copy of the advert by post, if required.

1. 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..."

2. Under Section 50.1, I challenge whether whether any of the following claims are backed by evidence, where appropriate consisting of clinical trials conducted on people:

(i) The Summer Toner pack "reduce[s] cellulite"
(ii) The Summer Toner pack "prevent[s] bloating"
(iii) The Summer Toner pack "reduce[s] cravings"
(iv) The Summer Toner pack "improve[s] skin defences"

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 Section 51.1, I challenge whether the following claim is backed if appropriate by rigorous trials on people:

(i) The Summer Toner pack "increases weight loss"

5. 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."