The Rowlands Pharmacy ad for a slimming product featuring Kim and Khloe Kardashian was investigated by the Advertising Standards Authority after a complaint that the ad did not sufficiently explain how the product aided weight loss.
The ad featured the celebrity Kardashian sisters lying on a bed next to a swimming pool wearing bikinis with a voiceover by Kim talking about ‘creating the body you deserve’ and asking ‘how hot can you be?’
The ASA ruled that because the ad featured a pack shot that clearly identified it as a diet plan, and featured a web address where more information could be discovered, then it was unlikely to mislead.
Quiktrim was launched by Kim in the UK in April and currently sells in Rowlands’ 520-strong UK pharmacy chain.
The seven-day diet programme claims to be the best selling weight management product in the US, where it launched in 2009, and hopes to repeat its success in the UK.
Kim Kardashian shot to fame in the US reality TV programme Keeping Up with the Kardashians.