ASA cans health claim ads regarding Juice Garden’s ‘Detoxifier’ and ‘Blood Purifier’ products
The ASA has demanded the removal of products making unsubstantiated health claims on Juice Garden's website.
Products, 'Leafy Greens Apple Kale Spinach Lemon Ginger Detoxifier', and the 'Bloody Marvellous Beetroot Apple Carrot Lemon Blood Purifier,' came under fire for making unproven health claims.
ASA noted that it was provided with no evidence of either products’ detoxification or blood purification capabilities.
The report read: “The Regulation stated that references to general benefits of a nutrient or food for overall good health or health related well-being were acceptable only if accompanied by a specific authorised health claim.
“We considered, in the context of the ad, which included no reference to specific types of detoxification, ‘Detoxifier’ was likely to be understood to be a reference to a general health benefit. However, we noted it was not accompanied by a related specific authorised claim.
“Because the ad made a general health claim not accompanied by a related specific authorised claim and we had also not seen evidence that the specific health claim, ‘Blood Purifier’, was authorised on the EU Register, we concluded that the ad breached the code.”
As a result the on-site ads are not to appear again in their current form. Also the company was accused of a “lack of substantive response and apparent disregard for the code”.