News for week ending 19 July 2002

NEW WEIGHT MANAGEMENT AD CODE

The Advertising Standards Authority has adopted a new "Code for Advertising of Weight Management," which comes into force on September 1.

The Weight Management Code replaces the Code for Advertising for slimming or weight loss.

The new code takes a different approach, with the focus on weight management not weight loss.

If a claim for weight loss is made, the product advertised is deemed to be a medicine and therefore must be registered as a medicine. In this case the Therapeutic Code applies.

There are a number of dietary supplement products which can reduce absorption of fat, however weight loss claims cannot be made, only weight management.

The new Weight Management Code combined with the Therapeutic Code attempts to clarify the position as much as possible and give clear, practical guidelines to consumers and the advertising industry.

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