Your #AskForEvidence stories

We come across a lot of sports nutrition adverts on social media. Edward saw an advert claiming a new energy powder shot could help him reduce his tiredness. As a keen trailrunner he asked for evidence behind their claim.

WHAT WAS THE CLAIM?

"Today we're thinking of ways to fight back against tiredness. Reon uses Vitamin B12 which helps to reduce tiredness and fatigue and supports normal energy yielding metabolism"

WHERE DID YOU SEE/HEAR IT?

The company’s Facebook page

WHO DID YOU ASK? WHAT DID YOU ASK?

Emailed the company

WHAT WAS THE RESPONSE?

They emailed back within hours with an extract from the European Food Safety Authority Journal 2010 which gave the EFSA Panel on Dietetic Products, Nutrition and Allergies scientific opinion on the substantiation of health claims related to vitamin B12.

HAPPY? UNHAPPY? 

Unhappy. The scientific opinion (which I think is ill-founded) supports specific wording that can be used. “Vitamin B12 can contribute to the reduction of tiredness and fatigue.” This was not the language being used by the company in this claim and other claims in adverts. Eventually I raised a complaint with the Advertising Standards Authority who upheld the complaint and required the company to reword the claims to use the EU approved wording.

Tags: diet sport

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