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Seven Seas JointCare Opti-Release press advert banned by ASA

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By The Drum Team | Staff Writer

February 2, 2011 | 3 min read

A national press advert for Seven Seas JointCare Opti-Release has been banned by the Advertising Standards Authority.

The advert, by TBWA\Manchester, was headed ‘Want Smooth working joints through the day?’ above an image of a woman running with glowing points at some of her joints.

Next to the picture was text which read: "Try new Seven Seas JointCare Opti-Release for a sustained release of glucosamine that's in rhythm with your body".

A complaint was received challenging whether the advert was misleading for implying that the efficiency of the product would improve joint health and mobility could be substantiated.

Seven Seas responded by informing the ASA that the CAP AdviceOnline guidance accepted the claim that "Glucosamine occurs naturally in the body where it plays a role in the smooth working of the joints and helps maintain connective tissues".

The company claimed that the headline in the advert was an abbreviation of this, and did not consider the advert to be misleading, and also claimed that it did not imply that the efficacy of the product in joint health and mobility could be substantiated.

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Despite the response from Seven Seas, the ASA upheld the complaint that the advert was misleading and ruled that it should not appear again in its current form, saying that it had no seen sufficient evidence that glucosamine could help maintain healthy joints and joint mobility. The ASA also considered that the heading implied that the product did imply that it would improve health and mobility.

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