The OFT has obtained assurances from a Hong Kong based company that it will no longer market their slimming chocolate in the UK.
Global DM Licensing sent mailings to UK consumers claiming that by eating ‘Slim-Choc’ you could lose at least 20 pounds in 20 days, without dieting or exercising, and promised that ‘the more you eat the more you lose!’
Slim-Choc was marketed as ‘the brand new revolutionary cure for the obese and overweight’, and ‘the first and only chocolate that burns off fat and cellulite’.
It was also claimed that the product had been developed over decades of research and clinically controlled hospital trials, and was based on the medical theory of ‘Negative Calories’ – where certain foods are so healthy that the body uses up more calories and energy digesting them than they contain.
Mailings also included consumer testimonials detailing how some women had lost up to 72 pounds in just over three months, and recommended a purchase of a 40 day supply of Slim-Choc costing £37.
After being made aware of the mailing, the OFT contacted Global DM Licensing to express concerns over the potentially misleading claims being made, and requested evidence in support of the claims.
The company responded by stating that, whilst it believed that the claims could be substantiated, it accepted the OFT’s concerns and had decided to stop any further Slim-Choc advertising campaigns in the UK.
Christine Wade, OFT Assistant Chief Executive, Consumer Advice and Trading Standards told the UKScams editor, Alun Hill:
‘After the Christmas festivities, many of us would welcome miracle weight loss and could easily be tempted in this case. Unfortunately the only pounds people are likely to lose are from their wallets.’