Atkins - BBC website

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Watchdog rules against Atkins ad

 

Red meat is a key part of the Atkins diet

An advertising watchdog has upheld a complaint about an advert for

the Atkins diet which claimed it helped people have a healthier

lifestyle.

The UK's Advertising Standards Authority ruled the claim could not be

proven and should be removed.

 

The ASA also ruled that the low carbohydrate plan conflicted with

government advice on a balanced diet.

 

The Atkins company defended its diet as " scientifically validated " .

 

The plan conflicted with UK Government advice on achieving a

balanced diet

 

Advertising Standards Authority ruling

 

The advert at the centre of the complaint, which had featured in

regional press, showed pictures of Atkins-branded foods with the

statement " Atkins the original low-carb lifestyle " .

 

The company provided 44 scientific studies to support its " healthier

lifestyle " claim.

 

But the ASA found the studies were either carried out over short

periods of time or were limited in their scope. Several called for

longer assessments to be carried out.

 

Advertising restrictions

 

The Atkins Nutritional Approach claims to be a " lifetime nutritional

philosophy " .

 

On its website, it advises dieters to cut down on refined

carbohydrates such as high-sugar foods, breads, pasta, cereal and

starchy vegetables.

 

But the ASA found that " ... the plan conflicted with UK Government

advice on achieving a balanced diet, which among other things stated

that starchy foods should make up about one-third of people's diets. "

 

It ruled that any future Atkins advertising should be on

an " availability-only " basis until the advertiser could prove its

health claims were true.

 

The Atkins website states that its branded products are on sale in

more than 1,000 British stores.

 

The company, founded in the US in 1989 as Atkins Complementary

Formulations, produces low-carb foods and other diet supplements.

 

The UK wing of its operations went into administration earlier this

year.