Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Marketers have tried in the past to establish that the human body accumulates toxins that can be purged. CAP and the ASA understand the body’s liver and kidneys automatically detoxify and excrete many toxic materials, including metabolic wastes.
Neither CAP nor the ASA has seen evidence that supplements can detoxify or cleanse the body. Although drinking plenty of water and eliminating alcohol from your diet might help reduce the number of toxins in your system, the ASA and CAP expect to see clinical data to support claims that supplements could have the same effect (Rule 12.1). In 2003, the ASA upheld complaints about a poster promoting a food supplement that could “shield key organs against the toxins in many foods and drinks we consume”. Although the claims made were not medicinal, the marketer was unable to prove the product’s efficacy and withdrew the ad (Ditox Ltd, 28 May 2003). In 2007, the ASA upheld a complaint about a fruit drink that was described as a “natural detox superfood”. The ASA ruled that neutralizing or soaking up free radicals did not amount to removing toxins from the body and asked the advertiser to stop describing the product in that way (Innocent Ltd, 3 October 2007).
Furthermore, advertisers have tried to make detoxing claims for foot pads, patches or devices (Avon Cosmetics, 9 May 2007, New Image Studio, 14 December 2005 (complaint 2), and Temple of Colour, 3 November 2004). To date, neither CAP nor the ASA has seen evidence that those types of products can remove toxins from the body. We therefore cannot advise that the claims are likely to be acceptable without seeing robust scientific evidence.
Marketers should not imply products such as wraps can aid weight loss as a result of flushing away toxins (New Image Studio, 14 December 2005 (complaint 3), and News Group Newspapers Ltd, 14 December 2005), or suggest that an accumulation of toxins can lead to adverse medical conditions, thus implying the product can prevent adverse medical conditions.
In short, marketers should be wary of claiming their products can “detox” or “detoxify” users.
See 'Detoxing: Lymphatic Drainage'.
Last modified : 26 July 2010