‘Fat-burn hot pants’ ad banned
AN advert for a pair of ‘fat reduction HOT PANTS’ which claimed to help wearers lose weight ‘even as they slept’ has been banned after advertising chiefs ruled it was misleading.
The ad, which showed a woman running while wearing the Zaggora Hotpants – called fat reduction shorts – said they would enable wearers to lose ‘two jean sizes’.
The advert also claimed the hotpants had been ‘specially designed with celu-lite technology that works hard to reduce body fat and the appearance of cellulite’.
It continued: “Wear them indoors or out, under or over clothes, in the gym, at work, even while you sleep!”
Three people, including a doctor, complained that the press ad – published in November last year – misled and said the claims that they could help people lose weight could not be proven.
The Advertising Standards Authority said the ad should never have been run as the firm – Celu-Lite – could not prove that the hotpants worked.