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Misleading Ads Rejected in UK; EC to Advise

February 8, 2008: 12:00 AM EST
Equazen, an omega oil maker, has been ordered to stop claiming in advertisements that its Eye Q supplement could help maintain concentration levels and healthy brain development, following two complaints about a national press advert and a promotional leaflet. However, the UK’s Advertising Standards Authority rejected another complaint that trials mentioned in the advertisement had not been independent. The agency has also told Smoothie-maker Innocent that an ad claiming its fruit juice contained more antioxidants than the "five-a-day" portion was not truthful or substantiated. Supplements-maker Simply also had to remove ads, claiming that garlic supplements have a number of benefits, including cancer cell growth inhibition. The European Commission is compiling a list of claims that can be substantiated by scientific studies.
Charlotte Eyre, "Equazen Ordered to Remove Brain Health Claims", NutraIngredients, February 08, 2008, © Decision News Media
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