Summary:
Antioxidants have been the subject of specific and general health claims in advertisements for many years, but the area is a very contentious one
CAP understands that there has been a great deal of debate within the scientific community about their potential benefits over the last 30 years but that opinion is divided. Clause 3.2 states that if there is a significant division of informed opinion about claims made in a marketing communication, they should not be portrayed as generally agreed. That said, there appears to be increasing skepticism over whether the basic chemical processes associated with antioxidants that are known to take place in a laboratory environment can be translated into health benefits for humans
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