Application of Appendix E
The ASA Code, and specifically Appendix E, sets certain requirements in regard to slimming advertising.
In terms of the Foodstuffs, Cosmetics and Disinfectants Act, No. 54 of 1972, the Department of Health is empowered to exercise control over the packaging and advertising of slimming products.
The approval of the diet plans referred to in Clauses 2.1.3 and 2.2 of Appendix E should be obtained from the Department who will ensure that the users follow a balanced diet plan.
Clause 2 of Appendix E deals with claims relating to permanent mass loss and/or control. Temporary loss brought about by the expulsion of fluid from the body may not be presented as slimming (See Clause2.1.4). There is, of course, nothing against an advertiser claiming that he can effect temporary mass loss e.g. via a sauna.
Claims that mass loss or control, whether permanent or temporary, can be achieved by the use of impulse machines, massages or by any kind of cream or diet aids such as tablets, capsules or liquids may only be advertised as being effective when linked to an approved kilojoule restricted diet.