Rowlands Pharmacy said the ad featured Kim and Khloe Kardashian, who were the product ambassadors, but did not make any claims about the product benefits. They said the pace of the advert, content and delivery of lines was designed to provide the viewer with sufficient time to recognise the ambassadors, product name and then the locations to purchase the product and/or win the opportunity to party with Kim Kardashian in London. They said the caption "use as part of a calorie controlled diet" informed the viewer that the product was to be taken as part of a healthy diet and that the website address was also included to enable viewers to find further information online. They said those buying in-store would receive comprehensive literature and advice about the product from staff.

Clearcast said shakes used as meal replacements had become firmly established in the market and the public consciousness and that the pack shot in the final scene had clearly shown a picture of two flavours of the Quicktrim shakes. They believed that, because the ad did not suggest the product to be anything else, the pack shot would make viewers associate the product with that category of meal replacement diet plans.