Ads for these Homemark's products have been facing scrutiny.
  • SA’s advertising regulator has banned ads from Homemark for a detox tea, a nail treatment and foot patches.
  • The retailer refused to give information substantiating claims made in its ads.
  • For more articles, go to www.BusinessInsider.co.za.

 South Africa’s advertising regulator has banned ads for three products from Homemark, after the retailer did not substantiate claims about their benefits made in these ads.

The Advertising Regulatory Board (ARB) considered complaints from a medical doctor, Dr Harris Steinman, about advertising claims Homemark made about its Remedy Health Detox Tea, Aragan Secret Nail Treatment and Remedy Health Detox Foot Patches.

In one of the ads, which features women in bikinis, Homemark claims that its detox tea left people “feeling more energised, more positive, and better than they have for years”.

The ARB called on Homemark to support claims that the product provided a “detox”, as well as that it would aid digestion, increase energy levels and likely assist or lead to toning or weight loss. But Homemark didn’t submit any evidence, and the ARB advised its members and broadcasters not to accept advertising from Homemark for its Remedy Health Detox Tea with those claims.

The ARB also considered a complaint about advertising for Homemark’s “Remedy Health Detox Foot Patches”. Homemark claims that the patches “stimulate nerve endings on the bottom of your feet and improving energy flow and resolve circulation to problem areas of the body, clearing toxins build-up and enabling elimination of waste”.

The ads also claimed that the product was “tested in an FDA certified laboratory facility”. The Food and Drug Administration (FDA) is responsible for protecting the public health in the US. But according to Harris, the FDA does not certify laboratories.

Again, Homemark refused to supply any information to substantiate the claims, and the ARB ruled against the ad.

The third product was Aragan Secret Nail Treatment, which Homemark says is made from “the legendary Argan Oil, harvested exclusively in Morocco”, which will ensure “beautiful and moisturised nails”. The ARB found the ad also suggested that the product can treat and repair damaged nails, ingrown nails, thick nails, flaky nails and brittle or deformed nails.

Last year, the ARB ruled against claims that the product was capable of treating fungus and eczema, and – given a lack of information from Homemark – it ruled against the new ad as well.

 

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