Fitalifestyle
1 Harley Street
(Suite GR2)
London
W1G 9QD
- Trading As:
- seemycells.co.uk
- Product:
- Liquid Chlorophyll
Background Information
Misleading Advertising - Fitalifestyle Ltd t/a seemycells.co.uk has breached the UK Advertising Standards Code for making efficacy claims for Liquid Chlorophyll.
The ASA published an adjudication against Fitalifestyle Ltd t/a seemycells.co.uk on 1 June 2011. The adjudication stated that efficacy claims for Liquid Chlorophyll should not feature in Fitalifestyle’s marketing because no evidence was provided in their support. The ASA considered that claims such as "Chlorophyll is the most potent blood cleanser and deodorizer" and “Everyone should consume at least 20ml per day to ensure perfect health” implied that the product had proven health benefits and could be used to treat blood and circulation problems. Also, the ASA noted no documentation was supplied to show that the product had the relevant marketing authorisation to make those claims and therefore considered that the ad made medicinal claims for an unlicensed product.
Although the ASA has adjudicated against Fitalifestyle Ltd t/a seemycells.co.uk and has made several subsequent requests for an assurance of future compliance, Fitalifestyle Ltd t/a seemycells.co.uk continues to feature the problem claims on its website. Because of Fitalifestyle’s continued non- compliance we took the decision to place their details on this section of the ASA website on 15 November 2011. These details shall remain in place until such time as Fitalifestyle Ltd t/a seemycells.co.uk has removed or appropriately amended the claims on its website to ensure compliance with the ASA adjudication and the CAP Code.
Relevant Adjudication