A teleshopping ad promoting “miracle” pants which claimed to transform “muffin tops and overhanging bellies”, into slimmed, toned waists has been forced off air after it was found that the images had been doctored.
Tristar Products’ used a teleshopping presentation and a YouTube video showed a string of women trying on the Slim Panties, and claimed that the garment was “the perfect slimming solution where you need it most”.
A voiceover stated: “Ladies pay attention, are you tired of the lumps, bulges and bumps you see when your wear fitted clothes? Well now you can breathe again. Introducing Slim Panties. The amazing garment that gives you the comfort of regular panties with the support and instant slimming effect of shapewear. No more muffin top or unsightly bulges.”
On YouTube, viewers were told that “the amazing garment gives you the comfort of regular panties with the support and instant slimming effect of shapewear. Slim Panties have a 360 design with an extra wide compression band built in, so it hides excess fat around the waist, back and abdomen. No more muffin top or unsightly bulges”.
However, one viewer complained to the Advertising Standards Authority that the ad “misleadingly exaggerated the slimming effect of the product”.
In response to the ASA investigation, Tristar Products insisted that all before and after examples shown were real and there had been no modifying or editing of the shape. It provided nine signed and witnessed testimonials from the models featured in the ad which stated that the ad truly and accurately represented their opinion and experience of the product.
However, the ASA was not convinced. In its ruling, the regulator said that “post-production techniques” appeared to have been used on the “after” images, and that they exaggerated the garment’s slimming effect.
For example, it said, during the live demonstration of the product, the text on the screen placed behind the model appeared to be distorted and the edge of the screen appeared to curve inwards as the model pulled the garment over her waist, while also displaying an instantly slimmer silhouette.
The YouTube ad also featured a “before” and “after” image of a model wearing a beige version of the garment and depicted a substantial reduction in the size of the models’ torso and waistline when compared to the “before” image.
The ruling stated: “We considered that this was not a plausible example of what the product could actually achieve. We were also concerned that other demonstrations of the products in use in the ads showed a significant slimming effect which was unlikely to be achievable with a compression garment of this nature. For those reasons we did not consider that the declarations and testimonials were adequate evidence of the slimming effects shown in the ad.”
Banning both ads, the ASA warned Tristar to ensure that any post-production techniques used in its ads did not exaggerate the capabilities of their products.
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