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	17/04/2013	Other, Mark Sweeny - Debenhams told to shape up over 'fat loss' leggings ad

	Debenhams 'fat loss' leggings ad banned by ASA

	The Guardian reports that an ad on the Debenhams website that claimed a brand of leggings could "accelerate fat loss" has been banned by the advertising watchdog. The ad for SlimTech leggings by Elle Sport made claims including that they contain "billions of microcapsules containing natural active ingredients fixed to the fabric fibres". Text in the ad continued: "The friction against the skin when worn (in the gym or during normal daily activity) breaks the microcapsules dispersing the active ingredients over the skin." Further benefits of wearing the leggings included that they "accelerate fat loss", "reduce muscular tiredness" and "smooth and moisturise the skin helping to reduce cellulite". The Advertising Standards Authority received a complaint challenging the claim that the product could accelerate fat loss. Debenhams defended the product, which the manufacturers have sold since 2010, and provided three studies which it said provided evidence "both as a scientific basis for the effect of the ingredients and for the slimming effect on test subjects". The ASA said the evidence needed to be robust but that none of the studies was comparative or blind, and none had been peer reviewed or published.

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Debenhams 'fat loss' leggings ad banned by ASA