Pills which promised slimmers they would lose more than two stone in a month will no longer be sold in the UK.
The government stepped in after Hong Kong based company Global DM Licensing made dramatic weight-loss claims about its Gi Capsules, which cost up to £25 for a 90 day supply.
It said dieters taking one sliming capsule a day could burn off at least 10 pounds in the first week and then lose 6 pounds every week after that without any diet, exercise or effort.
Gi Capsules were marketed as ‘the fat burning power of the Glycaemic Index in a pill’, and claimed to contain a ‘special fruit vinegar’ that slowed down the release of carbohydrates and sugars from food.
Mailings also included testimonials describing how some women had lost up to 102 lbs in 16 weeks without diet or exercise.
The Office of Fair Trading (OFT) asked Global DM Licensing for evidence to support its claims.
But the company said that while the pill had been tested and the results were as claimed, it couldn’t provide satisfactory evidence to back up claims made in the mailing.
The company agreed to stop its marketing campaign in the UK and gave an assurance that any future healthcare mailings would be truthful in respect of the claims made.
Mike Haley, OFT Head of Consumer Protection, said: ‘Consumers should be very wary of products that promise significant weight loss without dieting, exercise or effort. We will continue to crack down on misleading claims that exploit people desperate to lose weight.’
It’s the second time Global DM Licensing has fallen foul of the OFT this year.
In January it promised to stop marketing a ‘miracle’ slimming chocolate which promised dieters they would lose at least 20lbs in 20 days.
The company claimed Slim-Choc had been developed following decades of research and was based on the medical theory of ‘negative calories’.
It said this was where certain foods were so healthy that the body used up more calories and energy digesting them than they contain.