Debenhams 'Weight Lose' Leggings Ad Banned

An advert for a brand of leggings, which claim they could "accelerate fat loss", has been banned by the advertising watchdog.

The ad on the Debenhams website, for SlimTech leggings by Elle Sport, made claims including that they contain "billions of microcapsules containing natural active ingredients fixed to the fabric fibres".

Continuing: "The friction against the skin when worn (in the gym or during normal daily activity) breaks the microcapsules dispersing the active ingredients over the skin."

Wearing the leggings allegedly could "accelerate fat loss", "reduce muscular tiredness" and "smooth and moisturise the skin helping to reduce cellulite".

Following a compliant to the Advertising Standards Authority (ASA) over the caims, Debenhams provided three studies of the product, which they have sold since 2010, it said provided evidence "both as a scientific basis for the effect of the ingredients and for the slimming effect on test subjects".

The ASA said: "We did not consider that the studies formed a sufficiently robust body of evidence to support the claim that the leggings could accelerate fat loss, or lead to weight loss or slimming.

"We therefore concluded the claim had not been substantiated."

The ASA banned the ad and told Debenhams "not to state or imply the product could accelerate weight or fat loss".

(H/CD)