Ad promising weight loss through sweat pulled

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Television ads for pants that claimed to help wearers lose weight by making them sweat will be taken off the air after a complaint to the Advertising Standards Authority.

A complaint was made to advertiser Brand Developers Limited, who distribute the Hot Shapers garment, about the product's television commercial.

The advertisement claimed the Hot Shaper garment was made out of a fabric that increased body heat, and made the wearer sweat four times more than usual, allowing them to lose weight.

It is also claimed the garment helped to eliminate toxins, burn fat and purify skin through sweating.

The complainant said the advertisement made "false claims" of weight loss.

"This is the biggest load of lies and rubbish I have seen on New Zealand TV. How was it allowed on TV?!"

However, the advertiser told the ASA its claims were "reasonable, responsible and substantiated."

"The individuals within the advertisement are not making extreme or excessive claims," it said.

"The average viewer will readily recognise the statements made by each person as being feasible and reasonable for that person."

The advertiser provided affidavits from customers that claimed the product worked, to verify the accuracy of their claims.

They also provided an article from the Scientific American magazine, which claimed the work required to cool a human body down burns more calories than the effort to warm it up.

They ASA disagreed with the advertiser, and said an article in a science magazine could not support the claims made in the advertisement.

"In the absence of robust evidence, the advertisement for Hot Shapers had included exaggerated claims that were likely to mislead or deceive consumers", the authority said.

"The advertiser had not observed the high standard of social responsibility required for advertisements of this type."

The advertisements were ordered to be removed.

Brand Developers Limited could not be immediately contacted for comment.