Advertising Standards Authority Bans Vitamin Ad

Fri, 16 Jul 2010
The Advertising Standards Authority (ASA) banned a Diabetone advert on July 9 2010.

The ASA banned the advert appearing in a national newspaper for the vitamin supplement Diabetone.

The ASA stated that they were highly concerned that the product name, Diabetone, as used in the advert, implied that it was a diabetes ttreatment . The advert read: "Diabetone comprehensive nutritional support for people with diabetes shown to help maintain well-being in UK nutritional research."

It continued that clinical trials undertaken on individual components of Diabetone were inadequte to substantiate the claim in the ad as methodologies used were not disclosed nor sufficient information provided to demonstrate that participants in the trials were healthy people with diabetes, a likely target audience for the ad.

The ASA concluded that the ad was likely to mislead and Vitabiotics, the manufacturer, had not proved that the product could maintain either physical or psychological well-being.

In addition, the advert may discourage essential treatment of diabetes .

A Diabetes UK spokesperson stated that: "Supplements that falsely claim to help people with diabetes improve blood glucose control can often have the opposite effect and endanger people's long-term health."

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