Advertising watchdog the Advertising Standards Authority has upheld a complaint about an advertisement for the Atkins diet which claimed it helped people have a healthier lifestyle.
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“The authority considered that the advertisers had not shown that the Atkins Nutritional Approach could be described as ‘a healthier lifestyle’ and asked the advertisers not to repeat the claim,” it said.
The advertisers, Atkins Nutritionals Inc said the Atkins Nutritional Approach was a scientifically validated strategy for weight control and good health based on controlling carbohydrate intake. They believed the eating plan was balanced nutritionally because it included protein and a balance of good fats while restricting the carbohydrates that had the greatest impact on blood sugar. The advertisers supplied 44 scientific studies which they believed supported the claim.
The authority considered the short-term nature of evidence supplied by the advertisers did not support the long-term claim being made, it said. It noted that one of the scientific studies had taken place over 22 months; three had taken place over a year and the rest had taken place over a few weeks or months. The studies were also limited in their scope, for example, looking at weight loss only or assessing patients with Type 2 diabetes only. Furthermore, several studies concluded that longer assessments were necessary before conclusions could be drawn about the plan and long-term general health benefits.
The authority noted the diet plan conflicted with UK Government advice on achieving a balanced diet, which among other things stated that starchy foods should make up about one-third of people’s diets.
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By GlobalData
