Warning over 'miracle' products

Consumers are urged not to be taken in by false claims

The public has been warned against buying 'miracle' health, beauty and slimming products.

A campaign by the Office for Fair Trading urges consumers not to be taken in by misleading advertisements for products that promise to change their lives.

The OFT campaign includes posters and leaflets warning consumers of the pitfalls.

The best way to prevent misleading advertisements is to help consumers not to fall for them

Penny Boys, OFT

Last year, the Advertising Standards Authority dealt with almost 1,200 complaints about health, beauty and slimming products.

The market for slimming products alone is estimated to be worth £5.2bn and is forecast to rise to £6.6bn by 2006.

False claims

An investigation by trading standards in the East Midlands last year found no evidence to support the claims made by three out of four 'miracle' slimming products.

Tests also showed that some products contained drugs that should only be available by prescription.

Last year, the Advertising Standards Authority received nearly 1,200 complaints about health, beauty and slimming products.

The OFT said many advertisements for miracle products made false promises and concealed or left out important facts.

It highlighted products that promised instant weight loss without reducing calorie intake, miracle cures for serious illnesses or baldness and 'overnight transformations as a result of using a product.

The OFT suggested consumers should look out for products that promised amazing results and to ask their pharmacist or GP for advice if they are unsure.

Penny Boys, deputy director general of fair trading, said the campaign would focus on making consumers aware of the pitfalls.

"Advertising is a vital means of communicating with consumers and for making markets work well.

"Our campaign targets misleading advertising. The best way to prevent misleading advertisements is to help consumers not to fall for them," she said.

The Advertising Standards Authority can seek the withdrawal of misleading advertisements.

If that fails then trading standards departments and the OFT have powers to ask the courts to order an advertisement's withdrawal.