Rodial and the ASA

March 14, 2011 at 8:39 pm (Activism, Supplements) (, , , , , , , , , )

<scroll to bottom of post for update>

You may remember the name Rodial from the legal action they took against Dr Dalia Nield for comments made regarding their boob job cream. I took a look at some of the claims they make on their website…

Here is what they say about their “tummy tuck sticks”:

A dietary supplement created to help digestion and reduce bloating; the tummy tuck stick helps flatten the tummy and waist through slimming, natural ingredients. [Link]

I complained to the ASA, challenging the claims made for this product: that the ‘tummy tuck’ sticks “help digestion and reduce bloating”; and that the stick “helps flatten the tummy and waist through slimming, natural ingredients”.

I also looked at the other products being marketed as “supplements”. Glamtox sticks are next:

Packed with natural collagen boosting extracts and peptides these delicious supplements treat the skin to a collagen injection from within, resulting in an amazing reduction of lines and wrinkles by 30% in only 12 weeks!

Rich in collagen peptipeptides (natural bioactive protein) that trigger the synthesis of new collagen fibres, and are clinically proven to improve the skin’s moisture level, smoothness and suppleness, hence preventing skin ageing. [Link]

I challenged the claims regarding a reduction of lines and wrinkles by 30% in 12 weeks and the “clinically proven” claims in the second quoted paragraph.

Then there was the “Skinny Beach” stick being promoted on the Rodial website:

Active ingredients, including betacarotene and lycopene, help to build up the tanning pigments in the skin, which provides a powerful layer of antioxidants to protect skin from free radical attacks. What’s more they help to build your natural UV protection levels. Green tea extracts are teamed with meadowsweet which will encourage fat combustion and limit the absorption of lipids. [Link]

I decided to challenge the following claims: that this product helps “to build up the tanning pigments in the skin, which provides a powerful layer of antioxidants to protect skin from free radical attacks”, that they “help to build your natural UV protection levels” and that the ingredients “will encourage fat combustion and limit the absorption of lipids”. I also questioned whether the claim that “The overall effect is a body that is slimmed and protected just in time for the beach!” was appropriate as it may encourage people to ignore cautions regarding exposure to the sun.

Onto crash diet sticks

Fancy sipping your way to a faster metabolism and draining excess water retention and burning fat at the same time? Introducing crash diet™ STICKS, draining and fat burning dietary supplements with a delicious peach tea flavour. These miracle sticks are rich in guarana, green coffee extract and green tea, helping to boost metabolism and speed up fat burning. Ash tree and cactus fruit have diuretic properties, helping the body to rid itself of excess water retention. Dandelion and fennel have hepatic and digestive benefits that help eliminate toxins.

I challenged the claims regarding “sipping your way to a faster metabolism and draining excess water retention and burning fat at the same time” and the claims that the product can “boost metabolism and speed up fat burning” and that “Dandelion and fennel have hepatic and digestive benefits that help eliminate toxins”.

28th March 2011

I’ve had a reply from the ASA:

We recently investigated and upheld a similar complaint about an email marketing communication by this advertiser. In this case we have decided to refer your complaint to our Compliance team, which will follow it up.

The complaint against Rodial that the ASA have already upheld related to the tummy tuck sticks that I lodged a complaint about. The ASA upheld both challenges and found that Rodial’s advertising was misleading and their claims unsubstantiated. I look forward to seeing the misleading and unsubstantiated claims for each of the four products I complained about removed from Rodial’s website.

2 Comments

  1. Brian Finch said,

    Do tell, when did you complain to the ASA and have you had any response? I too have been puzzled by the lack of regulatory action over revolutionary claims by Rodial that don’t seem to be supported by published and peer reviewed research. Indeed I blogged about it http://finchesblog.blogspot.com/2010/11/boob-job-manufacturers-rodial-threaten.html but never got any answers to the questions I posed.

  2. jdc325 said,

    Hi Brian. It was Friday the 11th March when I submitted my complaint. So far, I’ve just had an automated complaint acknowledgement email. I’ll post updates here when I hear more.

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