An advertisement that allegedly led viewers to believe that the key to lose weight was through a diet involving a calorie intake of around a quarter of normal recommendations has been banned.
LighterLife was criticised by the Advertising Standards Authority (ASA) for not living up to its promise of medical support, reports the Daily Mail.
The commercial said the diet was 'subject to GP's health check and monthly reassessment'.
But the ASA found the medical support offered was inadequate.
It ruled that the advertisement, which showed a slim woman dancing with an obese cardboard cut-out of herself, also created the false impression that the diet was a long-term solution.
The ASA had received a complaint from a customer who said the promised support failed to materialise.
The advertisement was taken off air in 2009 but LighterLife, based in Harlow, Essex, had appealed.