The Advertising Standards Authority have come down hard on Rodial’s Tummy Tuck Sticks adverts that stated the sticks could help ‘beat the bloat at Christmas’. They felt the implication in the both the name of the product and the claim implied that the product can achieve weight loss from specific body areas, but despite being sent data from Rodial, the ASA felt they could find no ‘robust, scientific evidence’ to substantiate the claims, the title should be considered misleading. What this boils down to is that the Rodial ads are found to be misleading on three counts (CAP codes); Misleading Advertising, Substantiation and Food and Nutrition claims. 


It’s interesting that the CAP code clearly states that ads should not contain claims that weight or fat can be lost from specific parts of the body and Tummy Tuck Sticks could not be a more blatant breach. Rodial now has to include disclaimers in future ads to make clear that the product has NOT been proved to aid weight loss from the stomach. Which from now on, would make them an obviously pointless purchase if you were hoping to to flatten your tummy. 


I’m so glad that the ASA have taken a hard-line on this: losing weight is hard enough without being bamboozled by expensive products that won’t help you in your quest for a washboard stomach. I notice that on their website, despite the ruling, there is no sign of any disclaimer.


I’d love to know what they’d make of Crash Diet Sticks which surely imply that you’ll definitely lose weight if you drink them. It’s all very well giving alluring names to products but if you can’t back them up scientifically you are on a hiding to nothing.





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