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.
Over the years, the ASA has upheld several complaints against marketers of products that contain Chitosan. Marketers have claimed that Chitosan works in the human gut and prevents the absorption of fat into the body. Despite sending several published articles and many documents in support of the claimed mode of action and results, no marketer has convinced the ASA or CAP about the weight loss effect of Chitosan. Until a marketer gives CAP rigorous human trials proving its efficacy, Chitosan and similar ‘fat binding’ products should be advertised on an availability-only platform, without any efficacy claims whatsoever.
Last modified : 30 July 2010