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.

ZMA, the combination of zinc, magnesium and vitamin B6 is purported to optimise natural hormone production, elevate testosterone levels, increase strength gains and increase gains in lean muscle. CAP has considered evidence to support those claims and sought the advice of an expert. CAP’s expert advised that available literature does not support the claim that zinc, magnesium or vitamin B6, whether consumed alone or in combination, will enhance exercise performance in healthy athletes. Enhanced performance would result only if a person experienced a deficiency of those substances. Any loss of zinc, magnesium or vitamin B6 through exercise, even strenuous exercise, is easily replaced through consumption of a healthy diet; extra consumption is not thought to provide a benefit. None of the proposed claims should be made.

Although CAP does not accept that the three ingredients work in synergy, marketers may make these claims about their individual benefits:

Zinc
• Plays a role in the metabolism of proteins, carbohydrates, energy and lipids
• Helps maintain healthy skin
• Helps maintain a healthy immune system
• Plays a role in men’s reproductive health.

Magnesium
• Plays a role in skeleton development
• Maintains healthy nerve and muscle membranes.

Vitamin B6
• Maintains healthy skin and hormone balance
• Many women like to take it around the time of menstruation
• Plays a role in the metabolism of proteins, amino acids, carbohydrates and fats for energy production.

Marketers should ensure that the claims they include in their marketing communications follow that specific wording only; claims that vary are likely to require the submission of evidence.

Last modified : 06 August 2010