Advertising 

Advertising Standards Authority Upholds Three Complaints Against LC / Harpers  2.4.07  http://www.asa.org.uk/asa/adjudications/Public/TF_ADJ_44211.htm 

The ASA has upheld three complaints concerning the claims made for 'alkaline antioxidant water' made in a Harpers' Club Newsletter and sold via LC's website. The complaints were:

1. the implied claim that the body produced more free radicals during exercise could be substantiated;

2. the implied claims that "modern lifestyles and heavy consumption of meat, dairy products, coffee and sugars" could raise the pH of one's body, and cause the "typical symptoms of excess acidity in our body tissues ... low energy levels, excess weight, poor digestion and aches and pains" stated in the ad could be substantiated; and

3. the Alkalark flask effectively alkalised water, and whether drinking that water could affect the pH level of the body, helping to counteract the "typical symptoms" listed.

The adjudication included that for all three complaints  "... the ad breached CAP Code clauses 3.1 (Substantiation), 7.1 (Truthfulness) and 50.1 (Health and beauty products and therapies)" and directed that " Harpers not to repeat the ad in its current form. We advised them to contact our CAP Copy Advice team for guidance when preparing future ads for the Alkalark flask."

Has LC taken the lesson to heart? No.

As of 2.4.08 at http://www.harpersfitnessshop.co.uk/WsProduct.asp?sessid=134262658496&CWDCSID=2018&BPID=4342 they are  selling "Skinny Water", again with claims of being "scientifically proven"...  "A low-calorie water, enhanced with a unique combination of ingredients to help you lose and maintain your weight..." and "Clinically tested natural ingredients that suppress appetite, block carbohydrates and increase fat burning, without stimulating the nervous system".

Has anyone ever heard of water with calories, let alone being high high or low in them? 

The ad also states; 

"Chromium picolinate has been the subject of numerous studies which have highlighted its ability to reduce sugar cravings and possibly assist those with type 2 diabetes. This research has resulted in chromium receiving FDA approval for use as a dietary supplement."

Yes, but the FDA also found in August 2005, "...very limited credible evidence for qualified health claims for chromium picolinate..." http://www.cfsan.fda.gov/~dms/qhccr.html 

Compare LC's barely referenced puff with Wikipedia's referenced article on Chromium picolinate http://en.wikipedia.org/wiki/Chromium_picolinate - " On the basis of the results suggesting that this compound might cause cancer, the Expert Group on Vitamins and Minerals of the UK Joint Food Standards and Safety Group requested in March 2003 that the supplement industry voluntarily withdraw all chromium picolinate products from sale. A later review of the data on human toxicity by the Committee on Mutagenicity at the Food Standards and Safety Group, noted several case reports of renal failure that may have been caused by these supplements and called for further research into if this compound is toxic to humans."

But then the ASA cannot rule on Internet advertising. PB

More on Skinny Snake Oils and the like at http://cw11.healthyupdates.com/story_901.html#  http://dailyheadlines.uark.edu/8137.htm