Slim support for pill's weight-loss claim

The advertising regulator has banned an ad for a pill that promised to help people lose weight after the claims were found to be based on tests on hamsters and guinea pigs, not robust human trials.A national ad campaign for LIPObind claimed to offer a "clinically proven fat binding pill a pill that has been tried and tested and proven to bind fat".The ad also made a range of claims that the pill would "take the nation by storm" and that "there are no gimmicks, no fad diets, no additional exercise routines that have to be undertaken, in fact you can still indulge yourself with your favourite treat every now and again".These claims were challenged by the Advertising Standards Authority, which asked the company behind the product, Goldshield Healthcare Direct, whether it could substantiate...