The Advertising Standards Authority of SA (ASA) has instructed its members to reject advertising for Herbex Fat Burn for Men products. A Saturday Dispatch report says this comes after consumer activist Dr Harris Steinman complained about an animated television commercial featuring the products.

It depicts a couple at home, where the overweight husband‚ carrying a tin of paint‚ struggles to climb a ladder to get onto their roof. When he finally does‚ the roof collapses under his weight and he falls into the bedroom. The commercial shows a range of Herbex Fat Burn for Men products with the words: ‘Herbex for Men. Start today!’

A disclaimer says: ‘To achieve and maintain your goal weight‚ you must adjust your lifestyle. A kilojoule controlled diet and healthy exercise programme are essential.’

Steinman argued that the commercial implied that using the products could result in weight-loss which was unsubstantiated and misleading.

He said the main ingredients in the products were the guarana plant‚ green tea leaves and Siberian ginseng. ‘The European Food Safety Authority has found that there is no causal relationship between these products and weight loss.’ Herbex did not respond to the complaint.

The company has previously stated it was not an ASA member and did not submit to the advertising watchdog’s jurisdiction. The ASA said: ‘The ASA has no alternative but to accept the rule based on the info submitted by the complainant.’

Full Saturday Dispatch report (subscription needed)