Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Conjugated linoleic acid (CLA) is the common name for a group of polyunsaturated fatty acids that are available in concentrated dietary supplement form or as an ingredient in various other supplements. Both the ASA and CAP have seen extravagant claims for products containing CLA, including assertions that they can help fat loss, maintain weight loss, return lean mass, help to make the body more toned, help to maintain the optimum balance between body fat and muscle and, even, fight cancer.
A substantial amount of research has been carried out on the effects of CLA but, to date, the weight of evidence from published studies does not conclusively show that the product has a weight loss or general health benefit for healthy individuals. Products containing CLA should therefore be advertised on an availability-only platform and contain no direct or implied efficacy claims (Pharma Nord (UK) Ltd, 16 January 2008).
Any future claim requests should provide scientific research in humans to show that the dose of CLA within their product, and in the case of mixed supplements, the formula in question, shows significant weight loss that is independent of any dietary changes or increase in physical activity.
Last modified : 06 August 2010