Ad for 'ionised alkaline water' made unproven claims

File photo / NZ Herald

An advertisement for "ionised alkaline water" has been found to have made unproven claims about health benefits.

The website advertisement for IONZA New Zealand said acidosis could cause inflammation and lead to common diseases, and then listed ailments including cancer, allergies, arthritis, diabetes, rheumatism and kidney disease.

It then said: "Acidosis and its symptoms can all be treated by drinking alkaline water along with a alkaline/acid balanced diet."

It also claimed the water could improve the immune system, reduce aches and pains, relieve arthritis, increase energy, reduce effects of chronic fatigue, and help the body find its optimum weight, among others.

The company sells a range of filters used to alkalise water.

A complainant to the Advertising Standards Authority said the website was misleading, made unsubstantiated claims, and played on fear.

In response, the advertiser supplied a range of research and said it was proven that acidosis was directly linked to inflammation and consequent chronic disease. Alkaline water offered relief from acidosis, and consequently the many illnesses named.

However, the complaints board said the research was "speculative and hopeful but clinically inconclusive", and did not confirm a link between ionised water and inflammation and disease.

The advertiser had altered the text on its website, but the board said the new version still contained unproven claims, and was still in breach of the therapeutic products code.

The board did not agree with the complainant that the ad unjustifiably played on fear.

The complaint was partly upheld and the advertisement ordered to be removed.