An ad campaign for Reebok’s EasyTone trainers that promised “better legs and a better bum” has been banned by the Advertising Standards Authority (ASA) for being misleading.
The voice-over in the Reebok TV ad said: “Reebok EasyTone. Helps tone legs and bum more than regular trainers. Reebok EasyTone with balanced ball inspired technology. Better legs and a better bum with every step”.
Text in a magazine ad read: “Get up to 28% more of a workout for your bum. And up to 11% more for your hamstrings and calves”. Underneath was an outline of a woman with the text “28% gluteus maximus”, “11% hamstrings” and “11% calves” written next to the corresponding parts of her body.
Reebok ran a third-party study to substantiate the claims. However the ASA said the study “was not adequate enough to support the absolute claims made in the ads that consumers would achieve an improvement in muscle tone.”
A statement from the ASA said: “Because we considered that we had not seen robust, scientific evidence to support the efficacy claims made in the magazine ad or the TV ad, we concluded that the claims had not been substantiated and were therefore misleading.”