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.
It is legitimate to market tight-fitting or figure-enhancing garments as offering short-term loss of girth and the temporary appearance of weight loss (Rule 13.12).
Neither the ASA nor CAP has seen evidence that garments, such as textured shorts, girdles and body sculpting underwear, can result in weight or fat loss or can improve tone by increasing body temperature, perspiration level or resistance.
In 2010, the ASA assessed an ad for a garment claiming to remodel your figure with “long lasting results”. It claimed to micro massage problem areas, increasing blood circulation and breaking down fatty deposits, helping to improve the body’s lymphatic drainage process and get rid of excess toxins. Only one unpublished clinical study was provided to support the claims and this was not considered adequate given the high level claims being made (Biomedical Laboratories, 1 December 2010).
In February 2012, the ASA ruled that “Weight Loss Hotpants” neither aided weight loss or a decrease in cellulite (MyCityDeal Ltd, 1 February 2012). It considered the ad misleading, despite a disclaimer stating “Results may vary [and] should be undertaken with a controlled diet and healthy lifestyle”.
Last modified : 26 April 2012