An ad which promised menopausal women that they could stop hot flushes, night sweats and mood swings simply by popping a herbal pill has been banned after the ad watchdog found it had no licence for the UK market.
The campaign by USA Direct stated: “Horrible hot flushes gone! Massive mood swings gone! Nasty night sweats gone! Menopause miseries? Discover relief beyond belief! Guaranteed. Amberen is unique. It prompts your body to make its own natural estrogen during your menopause, restoring proper hormonal balance from within. Forget dangerous HRT, with all its health risks and nasty side-effects.”
But one complainant challenged whether the efficacy claims made for the product could be substantiated. And also challenged whether the claim “Forget dangerous HRT, with all its health risks and nasty side-effects” exaggerated the potential negative consequences of hormone replacement therapy.
Following a probe, the Advertising Standards Authority considered that, because the product could be used to treat or prevent a range of adverse conditions, USA Direct was required to hold a marketing authorisation for the product before marketing it to UK consumers.
And as the firm did not hold the relevant authorisation, the ASA banned the ad without further investigation.
