Major retailers and online marketplaces are making “outrageous claims” aimed at marketing weight-loss supplements, according to a recent report from a watchdog.
Which? has uncovered evidence that platforms like Amazon, eBay, Holland & Barrett, Superdrug, and Temu are utilizing “misleading” claims to promote their weight-loss products.
For instance, eBay features a product called Extreme Burn by Formula Max 5, which claims that raspberry fruit extract “assists the body to burn fat at a higher rate” and that green coffee bean extract “reduces the absorption of carbohydrates.”
However, experts have informed the Independent that there is minimal evidence to confirm these supplements as effective weight-loss aids.
Both Holland & Barrett and Superdrug have created categories for “fat burners” and “appetite suppressants” on their websites, despite some products in these categories making no weight-loss claims. Temu, on the other hand, contains products that purport to reduce fat in targeted body areas.
The watchdog has called for “better oversight” of the industry, advocating for regulators to eliminate these deceptive listings.
The health claims register maintained by the Department of Health and Social Care (DHSC) regulates what businesses can assert about the health benefits of their ingredients, outlining specific wording and usage conditions.
Many weight-loss claims about raspberry extract have been dismissed by this registry due to insufficient evidence, including the assertion that green coffee bean reduces the absorption of sugar (glucose) in the digestive process.
“Numerous assertions suggest that ‘raspberry ketones’ promote weight loss by accelerating fat burning, yet there is scant evidence to confirm its effectiveness,” stated Gunter Kuhnle, Professor of Food and Nutritional Sciences at Reading University, in an interview with the Independent.
He noted that while green coffee bean does contain chlorogenic acid, which can reduce carbohydrate absorption, many other foods also provide this benefit.
“These ingredients may have minor metabolic impacts at best, but they can mislead individuals into believing that supplements can replace established methods like proper diet and energy balance,” asserted registered nutritionist Rob Hobson to the Independent.
Which? also identified products for sale on online platforms that claimed to target specific body areas or promised results akin to prescription weight-loss injections, violating advertising regulations.
The Advertising Standards Authority (ASA) prohibits products from stating how much weight customers may lose, how rapidly they might achieve it, or from which body part, as these are unpredictable factors. Brands also cannot imply results typical of prescription-only weight-loss medications.
However, a “keto fat burner” supplement from the brand Pslalae listed on Temu claimed that customers would “lose your belly fat fast while you shred your stomach.” Another product from Coolkin touted its ability to “reduce waistline,” while “Gone Appetit” from Internal Youth, available on Amazon, suggested that users could expect to lose inches from their waistline within four weeks.
One eBay listing for a product called Phentramine 375 by Pharmaslim stated: “Why opt for prescription weight-loss pills when you can utilize non-prescription alternatives that have no adverse side effects but are equally effective?”
Which? reported its findings to the retailers, resulting in the removal of over 50 misleading weight-loss supplement listings.
A government spokesperson stated, “All claims regarding the health advantages or nutritional value of supplements must be supported by scientific evidence and officially sanctioned by relevant authorities. Companies breaching these regulations may face enforcement action by local authorities.”
Amazon, eBay, and Temu indicated that they have reviewed the problematic listings and removed the products that contravened their policies.
Holland & Barrett clarified that its product categorization aims to assist customers in navigating its website, but following a review, those products have been moved to the “superfood category.”
Superdrug has halted the sale of the highlighted products and is reassessing the category on its website.
Coolkin responded to Which? stating, “Our products are certified before making it to store shelves. There is no issue.”
A Pharmaslim representative remarked, “The product is manufactured in the UK in a licensed facility and is a food supplement, not a medicinal product. We do not assert any medical or therapeutic claims concerning it. For clarity, the listing you referenced is no longer active, as the product is out of stock. We are evaluating the points you raised regarding product naming and marketing presentation.”
Conclusion:
The ongoing scrutiny of misleading weight-loss claims emphasizes the necessity for transparency and accountability in the supplement industry. As consumers become increasingly aware, it is vital for companies to adhere to advertising standards and ensure their marketing practices are backed by credible scientific evidence. Through collective vigilance, we can promote a healthier and more informed marketplace.
