The Advertising Standards Authority ruled today that the ‘7 day slim’ ad must not appear again after finding it breached the rules.
The authority received one complaint about the ad for a weight loss programme DVD which showed “before” and “after” images Pattison whilst the voice-over stated, “Here’s Vicky from Geordie Shore before she found 7 Day Slim: now look at her!”.
The ad then showed Pattison stating “I’ve lost three stone with this DVD”, while a number of people could be seen exercising in the background.
In the adjudication, the ASA said the complainant challenged whether the ad was misleading because it implied that weight loss could be achieved at a rate of three stone in seven days through use of the product.
“Because we considered that the ad implied that weight loss similar to that reported by Vicky Pattison could be achieved in seven days through use of the ‘7 Day Slim’ product when that was not the case, we concluded that it was misleading and breached the Code.
“The ad breached BCAP Code rules 3.1 (Misleading advertising), 3.9 (Substantiation), 3.10 and 3.11 (Qualification) and 3.12 (Exaggeration).”
Read the full ruling on the advert here.