Browned off ASA bosses expose tanning pill claims

tanning twoThe shady claims of a company which reckons its tanning pills not only offer sun-lovers a “safe” alternative to sitting in the baking sun but can also prevent Alzheimer’s have been exposed by the ad watchdog.
Rio Tanning made the claims on its website riotanningtablets.co.uk, under the headline: “Tanning tablets the safe solution to a tantastic tan.” It read: “What are the ingredients in Rio Tanning pills? Silica… it helps to reduce the risk of Alzheimer’s”. Further text about the product stated that the pills “protect against Alzheimer’s” and “they can also help prevent [sic] against certain diseases like Alzheimer’s”.
But one complainant was so incensed that they filed a complaint to the Advertising Standards Authority. However, Rio Tanning bosses appeared to be so busy sunning themselves they they did not even bother responding – triggering the first stiff rebuke from the ASA.
The clearly browned off regulator went on to rule that: “Claims which stated or implied that foods (including food supplements) could prevent, treat or cure human disease were not permitted under the CAP Code. We therefore considered the ad made disease prevention claims for a food supplement and concluded it breached the Code.”
Despite ruling that the ad must not appear again in its current form, the company has yet to delete the claims and the matter has been referred to the CAP Compliance team.
Whether they will have better luck in getting them removed remains to be seen.

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