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ASA rules against Reebok leaflet
Advertising body upholds complaint over ‘misleading’ Reezig ZigTech leaflet
The Advertising Standards Authority (ASA) has said Reebok must pull an advertising leaflet talking up the benefits of celliant fibres as used in its Reezig ZigTech apparel.
The leaflet featured Formula One racing driver Lewis Hamilton and promoted both Reezig ZigTech apparel and Reezig ZigTech trainers.
The bulk of the leaflet focused on ZigTech trainers, with text on the cover stating: ‘The energy drink for your feet’. On the inside, text stated: ‘Feel the shoe with the energy boost, its unique sole propels you forward, while reducing wear and tear by up to 20 per cent on key leg muscles’.
The back page of the leaflet then focused on ZigTech apparel, manufactured using celliant fibres, which Reebok claimed can increase blood flow and oxygen levels in the wearer.
However, unlike apparel, ZigTech trainers do not feature celliant fibres, although an image of Hamilton wearing both ZigTech apparel and trainers appeared on the back of the leaflet.
This led to a complainant going to the ASA to challenge whether the ad was misleading by implying ZigTech trainers had been made with celliant fibres, and to ask if the efficiency claims made for celliant fibres could be substantiated.
Reebok responded by saying that apparel is understood in the industry to exclude shoes and accessories so there would be no confusion between the make-up of trainers and apparel.
It also submitted two studies that examined oxygen levels in volunteers who wore garments containing celliant fibres, which it said evidenced its claim that they can help increase the amount of blood flow into areas covered by the garments.
Despite this evidence, the ASA upheld both complaints. With regard to the effects of celliant fibres on blood flow, it said: “The ASA acknowledged the results of the studies and noted the second study concluded that celliant fibres had a positive effect on blood flow but also noted that the mechanisms underlying the results were unknown and that further study was warranted to characterise these effects.
“We also considered that the number of subjects did not provide sufficient data to support the claim that celliant fibres increased oxygen levels. We considered that, because we had not seen adequate evidence to demonstrate the efficacy of the product, the claims had not been substantiated.”
On the matter of possible confusion between the use of celliant fibres in ZigTech trainers, it said: “The ASA considered that it was not clear which product or products the claims for celliant fibres were being made but that, in the context of the ad, consumers could understand the claim 'celliant fibres take energy emitted by the body and recycle it back to the body through the skin ... resulting in an increase of oxygen levels on an average of seven per cent... giving you more energy for sport and life' to mean that wearing Reebok ZigTech trainers would increase oxygen levels and result in a noticeable increase in energy.
“We considered that, even if readers of the ad understood the claim to also refer to the t-shirt worn by Lewis Hamilton, or for other clothing products not featured in the ad, the reference to ZigTech in conjunction with the trainers was likely to mislead.”
