The UK advertising watchdog has issued guidance to companies making weight loss claims telling them to anally follow the EU nutrition and health claims regulation (NHCR) or face prosecution.

“A health claim for a food  – which also applies to soft drinks – or a food supplement, shouldn’t be made unless that claim is compatible with an authorised claim listed on the EU Register of nutrition and health claims ,” the Advertising Standards Authority (ASA) wrote

“To be on the safe side, we recommend that you quote the authorised claim in the ad verbatim, and of course you should market it in accordance with the conditions of use for that claim. Some niche exemptions might apply, but in these instances we urge companies to seek legal advice.”

As an example the ASA said claims about weight loss from specific parts of the body were banned as were claims that referred to specific amounts of weight loss.

http://www.nutraingredients.com/Regulation/Slim-pickings-UK-issues-weight-loss-health-claims-advice