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ARTICLE · 07 APRIL 2021

Eat Your Way To Beautiful?

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A shake and protein bar that will reduce wrinkles in 28 days, improve my skin's elasticity, firmness and hydration, improve my nail strength, reduce the appearance of cellulite and assist in weight...

South AfricaMedia, Telecoms, IT, Entertainment
Alissa Nayanah
Alissa Nayanah
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A shake and protein bar that will reduce wrinkles in 28 days, improve my skin's elasticity, firmness and hydration, improve my nail strength, reduce the appearance of cellulite and assist in weight management – sign me up!

These were some of the claims being made by Future Life in respect of its BEAUTI FOOD nutritional shakes and protein bars (shown below). Tiger Brands was not going to let it slide and took Future Life to the Advertising Regulatory Board (ARB) to prove that their products did what they said it would.

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Skin, nail and cellulite-related claims

Tiger Brands argued that the claims relating to the reduction of wrinkles, appearance of cellulite, improvement of the skin's firmness, elasticity and hydration, and the strengthening of nails were all unsubstantiated because no testing had been done to prove the efficacy of these claims.

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