UK backs Omega Pharma fibre weight loss claims
The International Association for the Study of Obesity (IASO) and two others complained about whether the marketing was substantiated for Omega Pharma’s XLS Medical product containing Litramine – a fibre form. The product is registered as a medical device.
In dismissing the IASO concerns, the ASA said the clinical evidence backed the claims such as: "A study has shown that XLS Medical combined with eating less and keeping active could help you lose up to three times more weight than dieting alone".
The voluntary agency said: “We noted that the trial submitted was a robust, double-blind placebo controlled trial. During the 12-week treatment period, subjects received either two tablets of XLS-Medical or a matching placebo, three times a day and were instructed to maintain a nutritionally balanced and calorie-reduced diet throughout the two-week run-in phase and the 12-week treatment phase.”
“At the end of the trial the mean difference observed in weight between the placebo and treatment groups was a 2.6-fold increase in weight loss when Litramine was used at a dose of 3 g/day. We therefore considered that the study substantiated the efficacy of Litramine as a weight loss treatment.”
The campaign had previously been approved by the broadcasting adviser, Clearcast.
