Ad description
A sponsored search result was headed "Lose 2.5 Stone in 2 Weeks". Text below stated "www.dailydiettips.co.uk Can you lose 2.5 Stone in 2 Weeks? Read our Shocking Report".
Issue
The complainant challenged whether the ad breached the Code by claiming that individuals could lose precise amounts of weight within a stated period.
Response
Dailydiettips.co.uk (Dailydiettips) did not respond to the ASA's enquiries.
Assessment
Upheld
The ASA was disappointed by Dailydiettips' lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rule 1.7 (Unreasonable delay). We reminded Dailydiettips of their obligation to respond promptly to our enquiries and told them to do so in future.
The CAP Code required that marketing communications must not contain claims that people could lose precise amounts of weight within a stated period. However, we considered that "Lose 2.5 Stone in 2 Weeks" and "Can you lose 2.5 Stone in 2 Weeks?" would be interpreted by readers as claims that they could lose the precise amount of 2.5 stone within the stated period of two weeks. We therefore concluded that the ad breached the Code.
The ad breached CAP Code (Edition 12) rules 13.9 13.9 Marketing communications must not contain claims that people can lose precise amounts of weight within a stated period or, except for marketing communications for surgical clinics, establishments and the like that comply with rule 12.3, that weight or fat can be lost from specific parts of the body. (Weight control and slimming).
Action
The ad must not appear again in its current form. We referred the matter to CAP's Compliance team.
